haku: @freeterm MARKETINGSTRATEGIE, MARKTSEGMENTIERUNG / yhteensä: 3
viite: 2 / 3
| Tekijä: | Bessen, J. |
| Otsikko: | Riding the marketing information wave (Marketinginformationssystem) |
| Lehti: | Harvard Business Review
1993 : SEP-OCT, VOL. 71:5, p. 150-160 |
| Asiasana: | |
| Vapaa asiasana: | MARKETINGSTRATEGIE, MARKTSEGMENTIERUNG |
| Kieli: | eng |
| Tiivistelmä: | Faced with the costs of customer information systems, some managers question if marketing technology can achieve competitive miracles. But the author believes that retailers and consumer goods companies cannot ignore the new economies of scale marketing information systems offer. Today's technologies sort massive amounts of information to target small groups of customers almost automatically. Through such technology, big companies can own niches the way smaller competitors do. But it is not just a matter of size. Large companies without the vision to develop their own marketing information technology will be left behind. |
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