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Computerised marketing information systems have been discussed in the marketing and information systems literature for some time. Looks at the extent to which they have been implemented in the UK and concludes that they are still in their infancy. A schema for a marketing information system is presented together with some pitfalls in design that must be avoided. Discussion finally turns to how such an information system may be used.
Marketing intelligence is seen as a vital part of any organisation's ability to compete now and in the future. It is established through “procedures and sources used by…
Marketing intelligence is seen as a vital part of any organisation's ability to compete now and in the future. It is established through “procedures and sources used by executives to obtain their everyday information about pertinent developments in the marketing environment” (Kotler, 1984). The detail discussed here considers how Du Pont UK executives can improve their knowledge of their marketing environment so as to enable them to make more effective strategic decisions in the future. To do this, they need information, but they also need to reveal by analysis the messages this information contains — in fact, their goal — i.e. marketing intelligence.
Argues that a good marketing information system can make decision making more efficient and effective. It can be used to help create a competitive advantage, and can even…
Argues that a good marketing information system can make decision making more efficient and effective. It can be used to help create a competitive advantage, and can even substitute for expensive assets. Analyses data from a survey conducted by the authors in Queensland, Australia, and finds that even though SME managers recognize the value of marketing information systems, they have generally done little to develop them so far. This is true for services as well as other industry sectors. Identifies exceptions and outlines one example. Finds that this network of firms derives considerable benefits from its marketing information system. Concludes by presenting seven maxims for the development of a sound marketing information system.
Information technology has made possible the recognition, acquisition, organization, and controlled retention of data from sources virtually unavailable in the past. Terms…
Information technology has made possible the recognition, acquisition, organization, and controlled retention of data from sources virtually unavailable in the past. Terms such as “the information society” and “information glut” have become commonplace. High‐level corporate positions with titles such as Chief Information Officer are being created in an attempt to efficiently and effectively use information for the benefit of the organization and the society it serves. A major challenge in the 1980s is to gain and maintain the ability to use this information for competitive advantage. Decision Support Systems (DSS) enable marketing managers to integrate internal and external information environments within a decision‐making context. Useful features available within Marketing Information Systems can be incorporated with the potentials of DSS. Together the two systems can provide marketing managers with opportunities to anticipate, identify, and creatively respond to changing consumer demand.
Many companies have developed corporate database systems and/ormanagement information systems, some have established intelligenceunits. However, the systems often fail to…
Many companies have developed corporate database systems and/or management information systems, some have established intelligence units. However, the systems often fail to scan the external environment to which the companies are exposed, and fail to yield meaningful intelligence, thus overwhelming managers with internal data. Argues that to address the information needs of top marketing managers, the environmental factors that have immediate effects on the company′s operation should be identified. Computer‐based information systems could play an important role in collecting environmental information from various sources; however, in interpreting data and disseminating intelligence to marketing managers, a human‐computer mixed system is essentially required. The system would be used in conjunction with a corporate database system to present intelligence to marketing managers, so as to keep them instantly informed, reinforce their knowledge learning, and support their decisions. Highlights the critical factors for developing and utilizing such systems. The approach adopted is to examine managers′ working style and decision processing, to develop a framework of environmental scanning, human‐computer‐based data filtering, interpreting, and intelligence reporting system with natural interface.
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…
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.
Examines computerised marketing information systems and considers the implications of their role and the major characteristics of such systems and discusses the DEMON model in detail. States that a system is a set of components which interact in a certain manner to achieve its goals; an open system is distinguished from a closed one by the fact that interaction exists with its environment; since most organisations must be considered as open systems, their environment becomes a dialectic part of any systems definition. Concludes that computerised marketing information systems will never be able to replace the questioning human mind.
Analyses traditional management marketing information systems(MkIS) as well as the more operational day‐to‐day sales and marketingprocess‐oriented MkIS, by the type of use…
Analyses traditional management marketing information systems (MkIS) as well as the more operational day‐to‐day sales and marketing process‐oriented MkIS, by the type of use and organizational position of users. Presents a framework relating MkIS to other organizational IS, based on marketing management processes which facilitate the search for new applications and opportunities for redesigning marketing and other management processes in a more innovative way using modern information technology. Describes in more depth the functionality and information content of MkIS sub‐systems and marketing– and management‐related organizational IS in order to make the framework useful and applicable for practitioners.
Discusses the relevance of formal marketing information systems forservices marketing. Examines information technology and its potentialfor services marketing, presenting…
Discusses the relevance of formal marketing information systems for services marketing. Examines information technology and its potential for services marketing, presenting a design for an integrated services marketing information system. Examines emerging technologies and their applications to service marketing problems. Considers the overlap between marketing and operations for service businesses. Concludes with a discussion of an implementation vector for exploiting the benefits of this overlap and of related managerial issues.
In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This…
In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.