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Information-Driven Marketing Decisions: Development of Strategic Information Systems

Information-Driven Marketing Decisions: Development of Strategic Information Systems

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How to generate information from data and convert it to useful knowledge as the basis for successful marketing decision making.
The Information Evolution in Decision Making; The Current Status of American Marketing Research; What Decision Makers Should Know About Information; Factual Information in Marketing: Internal; Factual Information in Marketing: Observations; Generating Data through Surveys; Data Generation through Experiments; Attitude Research; Motivation Research; Managing Marketing Research; Developing Information From Data; Developing Information-Based Marketing Plans; Using Information for Control Purposes; Postscript.
Presenting the key elements that contribute to an information gap in the use of data for marketing decisions, this work describes the evolution of information in decision-making, the distinction between data and information, and the reasons why data gathering/processing has become sophisticated.

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    Business / Economics / Finance; BUSINESS & ECONOMICS / Marketing / General

Produktdetails

Autor: A. Coskun Samli
ISBN-13: 9780899309767
ISBN: 0899309763
Einband: Buch
Seiten: 216
Gewicht: 490 g
Format: 229x152x16 mm
Sprache: Englisch

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Autor: A. Coskun Samli
ISBN-13:: 9780899309767
ISBN: 0899309763
Erscheinungsjahr: 01.02.1996
Verlag: QUORUM BOOKS
Gewicht: 490g
Seiten: 216
Sprache: Englisch
Auflage New
Sonstiges: Buch, 229x152x16 mm