Looks at how neural network technology can be used to learn marketing data patterns and help build up marketing … decision support systems. Marketing abounds with potential applications for this method. Provides analysis and some …

Strategic marketing planning is a complex task which involves many expert judgements. Expert systems would have a … tremendous impact in this field, but the development of marketing expert systems has proven to be difficult. Describes a hybrid … expert system, HYMS, for strategic marketing planning. HYMS aims to provide a structured marketing planning process, guide a …

Numerous experts believe that in practice the much‐vaunted benefits of formalized marketing planning as extolled by … Jain or McDonald often fail to materialize. Experience with many business‐to‐business organizations has shown that this … does not have to be so: if managed and planned, marketing planning can indeed bring forth its well‐publicized virtues. In …

sources, customers, manufacturing, and R&D are the central source. Regarding MI accountability, about half held marketing …

Purpose – To design and empirically validate an instrument for measuring the effectiveness of a marketing intelligence …

Marketing management is often portrayed as an information‐intensive process. Indeed the willingness to spend on market … research is seen by some as a proxy for marketing orientation[1]. In the best firms this information is processed and … disseminated by means of marketing information systems; market research provides a toolkit by which to collect the primary data …

This empirical research studies the marketing information systems of various enterprises ranging from a small business … to a national corporation. The use of IT by these organisations in support of their marketing functions is examined …

One of the major issues confronting marketing decision makers is how to deal with the volume and complexity of customer … information available. In addition to dealing with the volume of data issue, “relationship marketing” has also become an important …

often considered to be statistical methods. Marketing researchers and managers who are not aware of the conceptual …

Argues that a good marketing information system can make decision making more efficient and effective. It can be used … conducted by the authors in Queensland, Australia, and finds that even though SME managers recognize the value of marketing … its marketing information system. Concludes by presenting seven maxims for the development of a sound marketing …