A MMIS still is a sensitive, fragile plant. There is a need to cultivate it properly, unless we do not want to take the risk, that the fascination, which came along with the idea to install a MMIS, turns into frustration. So, my critical attitude is not directed against MMIS and its value for the company. Instead, the reason and the purpose of the critical position is to focus the attention upon a couple of factors, which are parts of the organisational, psychological and economic environment, in which the decision for or against a MMIS is made and in which it is used. Hopefully this approach can help in another way and in addition to the many MMIS presentations, which have already been made, explaining, how important they are, how well they work, how nicely they have been designed, how powerful they are and last, but not least, how easily they can be handled.
Marketing people need a flexible computerized tool to analyze, plan, model and forecast changing marketing situations. They need to constantly ask those countless, hypothetical "what-if" questions across many variables. But they also need an easy-to-use software tool which doesn't require that the marketing specialist also be a computer programming specialist. Where, among all of the available packages, is that flexible software for marketing applications which allows for growth and development in both new directions and dimensions? Where is that system which allows learning, or trial-and error process to take place, and then provides the opportunity to incorporate these building-block experiences into further development of more refined, pinpointed marketing objectives? TYMCOM SERVICE is the timesharing service of the international Tymshare Group available world wide through an international data communications network. Application and consulting services are available through offices in major cities.