| Author: | Fröhling, O. |
| Title: | Kennzahlen: Führungsinstrumente auch für das Marketing. |
| Journal: | Management-Zeitschrift Industrielle Organisation
1990 : VOL. 59:5, p. 43-47 |
| Index terms: | MARKETING MANAGEMENT DECISION MAKING STATISTICS INFORMATION SYSTEMS EXPERT SYSTEMS |
| Language: | ger |
| Abstract: | Actual and correct information consititutes a significant factor in business policy. In particular, ratios and ratio systems are becoming important instruments of management. The role of index numbers in the process of decision making is characterized. The phases of problem formulation, seeking alternative solutions, forecasting the possible outcomes, making the final choice and monitoring the implementation are separately considered. It is shown how a well planned information system can support marketing management. Some problems of integrating information systems with expert systems are discussed. |
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