Rowley, Jennifer - In: Aslib Proceedings 46 (1994) 7/8, pp. 185-187
This article has examined the changing role of MKIS. The types of questions to which MKIS need to respond have been identified, and the range of types of MKIS systems are introduced. It is proposed that the marketing mix is extended to include 5 ‘P’s, the conventional four: product, price,...