THE STRUCTURE AND CONTENT OF THE MARKETING INFORMATION SYSTEM: A GUIDE FOR MANAGEMENT
Keith Fletcher
(Department of Marketing, Strathclyde University)
Alan Buttery
(Department of Marketing, Strathclyde University)
Ken Deans
(Department of Marketing, Strathclyde University)
706
Abstract
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.
Keywords
Citation
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/eb045779
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited