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| Author: | Li, S. |
| Title: | Computer-based support for marketing strategy development |
| Journal: | European Journal of Marketing
2000 : VOL. 34:5/6, p. 551-575 |
| Index terms: | INFORMATION SYSTEMS MARKETING MIX STRATEGY |
| Language: | eng |
| Abstract: | The given paper reports on an investigation of computer- based support for developing marketing strategy. First, on the basis of a literature study, the nature of marketing strategy development is clarified. The needs for computer- based support are identified. The status and underlying problems of existing computer-based information systems for developing marketing strategy are then examined. Finally, a mail questionnaire on computer-based support for developing marketing strategy is discussed. |
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