Integrating computers and marketing management: A European overview

The authors look at the role of computers in marketing management, examining some current literature on computers and marketing decision support systems (MDSS). They then present the results of a survey to gauge the extent to which computers are being used by marketing management in Europe, and explore the potential for accelerating the process of integrating computer technology into the marketing manager's job. Specifically they examine the current personal computers (PCs) usage patterns of 50 marketing executives in a selection of high-performing industrial corporations in Europe. The article then briefly highlights areas of greatest PC applications by these executives and the benefits they have brought in practice. It also identifies the problems they have experienced and their views on how better and more effective utilization can be made of the technology in order to enhance their managerial capabilities.