Marketing Decision-Information Systems: An Emerging View
Marketing decision-information systems are composed of four key elements: a data bank, a model bank, a measurement-statistics bank, and a communications capability. If full advantage is to be taken of the new information technology, a coordinated, balanced growth of the system components must be achieved. The authors extend their initial information systems proposal to include further design concepts and practical examples.
Journal of Marketing Research
MONTGOMERY, David B. and Urban, G.L..
Marketing Decision-Information Systems: An Emerging View. (1970). Journal of Marketing Research. 7, (2), 226-234. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/1591
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