haku: @author Buttery, E. A. / yhteensä: 3
viite: 3 / 3
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| Tekijä: | Buttery, E. A. Buttery, E. M. |
| Otsikko: | Design of a marketing information system: useful paradigms. |
| Lehti: | European Journal of Marketing
1991 : VOL. 25:1, p. 26-39 |
| Asiasana: | INFORMATION SYSTEMS MARKETING INFORMATION SYSTEMS DESIGN |
| Kieli: | eng |
| Tiivistelmä: | The article sets out three basic approaches to the design of marketing information systems. The prescriptive approach has the advantages of simplicity, support directly the marketing model, and there is evidence that these have been applied successfully. Positivism is built on hypothetic-deductive methods established in the natural sciences. Phenomenology provides the user with an opportunity to discover and understand the nature and the requirements of decision making. Each of these approaches are developed in detail. The possibility of combining paradigms is also investigated. A case study of an application for a buying group of Scottish retailers is described, mixed scanning and prototyping is discussed. |
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