Marketing Information Systems

Abstract

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.

Citation

Proctor, R.A. (1991), "Marketing Information Systems", Management Decision, Vol. 29 No. 4. https://doi.org/10.1108/00251749110141824