The needs of marketing executives for information are examined and how well these are satisfied within a management information system is considered. It is shown how a marketing system should be considered as a subject, or module, of a total Management Information System, and guidance is given for the development of such a system. Three case studies are included to highlight the main issues raised.
Fletcher, K., Buttery, A. and Deans, K. (1988), "THE STRUCTURE AND CONTENT OF THE MARKETING INFORMATION SYSTEM: A GUIDE FOR MANAGEMENT", Marketing Intelligence & Planning, Vol. 6 No. 4, pp. 27-35. https://doi.org/10.1108/eb045779Download as .RIS
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