| Author: | Cestre, G. |
| Title: | Importance strategique de l'information et role des bases de donnees en marketing |
| Journal: | Unternehmung
1996 : JUN, VOL. 50:3, p. 163-169 |
| Index terms: | DATA BASES MARKETING SYSTEMS MARKETING STRATEGY |
| Language: | fre |
| Abstract: | The modern enterprises' functions depend to a most high degree on information. That is why, access and management of information plays a very important role in modern marketing and business. Client orientation is one of the basic elements in the success of enterprises. This orientation requires a lot of information gathered to build up a basis for a better understanding of clients' needs and their changes. Development of information needs, change from product orientation to client orientation. Action, adaptation and adequacy. The strategic importance of marketing information. Interfaces for accessing information. Applications for marketing information databases. Marketing and importance of client relations. |
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