| Author: | Amaravadi, C. Samaddar, S. Dutta, S. |
| Title: | Intelligent marketing information systems: computerized intelligence for marketing decision making |
| Journal: | Marketing Intelligence and Planning
1995 : VOL. 13:2, p. 4-13 |
| Index terms: | MARKETING INFORMATION SYSTEMS DECISION MAKING |
| Language: | eng |
| Abstract: | Marketing knowledge and expertise are a critical corporate resource for carrying out strategic decision making that supports marketing functions. Intelligent marketing information systems can offer a way for marketing managers to share knowledge and expertise. Such sharing could help improve the economics and effectiveness of the marketing function. Traditional marketing information systems are limited in their managerial support capabilities. |
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