A database for a marketing information system
Abstract
Looks at the problems and methods of providing companies with detailed information about their own sales and marketing costs. Shows how a database can be constructed using the concept of marketing cost analysis. Describes profitability analysis for customers, products and any market segment required. Discusses potential problems with accuracy and the marginal cost approach, going on to show how the database should be expanded to form a complete marketing information system.
Keywords
Citation
Kyle, P. (1971), "A database for a marketing information system", European Journal of Marketing, Vol. 5 No. 2, pp. 22-29. https://doi.org/10.1108/EUM0000000005156
Publisher
:MCB UP Ltd
Copyright © 1971, MCB UP Limited