| Author: | Narus, J. A. Guimaraes, T. |
| Title: | Computer usage in distributor marketing. |
| Journal: | Industrial Marketing Management
1987 : FEB, VOL. 16:1, p. 43-54 |
| Index terms: | INDUSTRIAL MARKETING COMPUTERS |
| Language: | eng |
| Abstract: | The use of computer systems by industrial distributors in marketing management is explored. Based upon the results of a mail survey and personal interviews with distributor managers, it is identified where distributors are now in terms of computer usage, where they are going, and what steps need to be taken to improve their use of the computer in marketing management. There is a new and growing exclamation: provide distributors with information on computers, expand distributors' understanding of marketing, and develop marketing models and software for industrial distributor. |
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