Marketing Information Systems: Uses in the Fortune 500
- 1 October 1982
- journal article
- research article
- Published by SAGE Publications in California Management Review
- Vol. 25 (1), 106-118
- https://doi.org/10.2307/41164997
Abstract
How are the marketing executives of the Fortune 500 using their information systems? A new study reports on the relative importance of marketing research and intelligence, as well as system use by management level, function, and marketing-mix ingredient.Keywords
This publication has 1 reference indexed in Scilit:
- A design for the Firm's marketing nerve centerBusiness Horizons, 1966