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| Author: | Proctor, R. A. |
| Title: | Marketing information systems. |
| Journal: | Management Decision
1991 : VOL. 29:4, p. 55-60 |
| Index terms: | MARKETING MARKETING INFORMATION INFORMATION SYSTEMS |
| Language: | eng |
| Abstract: | Computerized marketing information systems have been discussed in the marketing and information systems literature for some time. The extent to which they have been implemented in the United Kingdom is explored. Arguments are presented that integrated marketing information systems are still in the early stages of development in the UK. A schema for a modern marketing information system is presented together with some pitfalls in design that must be avoided. With rapidly growing usage of mainframe, minicomputers and microcomputers, considerable developments can be expected in the next few years. |
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