Behavioural Constraints on Marketing Information Systems
Nigel Piercy
(Newcastle upon Tyne Polytechnic, Newcastle, UK)
241
Abstract
Suggests that one of the constraints in developing a marketing information system is in the interaction between the systems and personnel involved in gathering, processing and communicating that information. Proposes that a marketing information system is only effective in relation to the motivation and attitudes of individual staff members.
Keywords
Citation
Piercy, N. (1979), "Behavioural Constraints on Marketing Information Systems", European Journal of Marketing, Vol. 13 No. 8, pp. 261-270. https://doi.org/10.1108/EUM0000000004959
Publisher
:MCB UP Ltd
Copyright © 1979, MCB UP Limited