This paper will demonstrate the improvements to the user achieved by switching from centralised data-processing to decentralised processing, using Personal Computers.
In this paper we will examine some of the readily available software that enables "knowledge workers", which Marketeers and Researchers certainly are, to improve their personal effectiveness and creativity. Only commercially available software will be discussed as it is extremely rare that a custom developed program will be cost-effective. Development time of good software is to be counted in person-years. This takes it out of reach of all but the largest organisations. For most organisations commercial software is sufficient and can be the basis for highly effective and efficient systems.
The paper stresses the need for modelling as a tool for structuring the complexities of the marketing environment so that marketing management can better utilise the data at their disposal as well as their knowledge. This will help in meeting the goals of the organisation. The paper further looks at some available models and their implementation and use.