The author will outline how this MIS has been developed over two and a half year as an on-line information system via teleprocessing. During the step-wise development of this system, it was necessary to ensure that information of no-or little use was not stored.
The purpose of this communication is to analyse the role and the function of statistical methods in the development of Marketing Information Systems. This analysis will be conducted at two main levels: 1. Integration of the bank of statistical methods in the system; 2. Storage of reduced data.
In Poland as well as in other socialist countries there is the three level management system on the market. The central level of management consists of many central institutions as: Cabinet, Central Planning Board and ministries. On the medium level there are associations and commercial centres, the basic level consists of enterprises and consumers. By the high degree of centralisation as a rule of the socialist economy, there is the problem how to reconcile the central planning with market decisions. It enables the new economic system introduced after 1972. The main aim of the new economic system is to shift some powers from the central management level to the enterprises, giving them free choice and flexibility on the market. The new economic system requires another information system delivering enterprises more information on consumer's preferences, demand changes and other features enabling decision making. The paper presents the structure of an integrated market information system and market management in Poland by the authors' proposal. The proposed market information system supported by research background gives the needed data to all management levels and secures a cross flow of information to all market participants.
This paper shows how much data may be structured into a computer based data bank in a manner which will allow the company to analyse its sales on a seasonal, yearly and possibly 5-yearly basis, in a manner convenient for assisting marketing decisions. Because sane companies now have electronic data capture systems, and use of equipment of this nature is growing, we shall show how such data banks could be developed directly from the point of sale as an integrated system. As an example of the use of this approach, we go on to describe a model for location analysis of proposed new outlets in a retail multiple organisation.
This paper describes the evolution from a longitudinal consumer panel to the planned development of an integrated Marketing Management Information System. AT&T's ten years experience with centrally developed marketing information systems is reviewed. The rationale for development, problems of implementation and analysis and the lack of effective utilisation are explored. Improvements are made and increased management usage is stimulated. Finally, the five-year plan for future development building upon this past experience is presented.
Strategic management deals with the development of the basic ideas of the organization in order to stabilize and extend the contribution-inducement-balance of the interest groups. In this context we are only dealing with consumer benefits and the problem of the producer currently to find out what the consumer desires. The problem is formulated as a steered cycle in terms of a managerial search-learning process. An example is given from the newspaper industry.
In this paper we concentrate on the explicit relation between models and market data. In order to formulate the subset of data to be stored in the date, bank three rather simple mathematical models are developed, namely: 1. A response model to explain the fluctuation in the demand for a certain product (primary demand); 2. Response model to explain the fluctuations in the selective demand, for a certain brand; 3. A policy model, this means a set of relations which supplement the response relations in order to evaluate the effects of a number of global decision alternatives.
In this paper experiences and results are presented in regard to marketing analyses within the dutch book publishing industry. In the first part a description is given of the general situation of the book publishing industry in Holland and the question raised by a specific publisher in relation to this situation. An indication is given as to which question could be answered and which question could not, due to the limitations of the available historical data. In the second part the ways of analysis of these historical data are discussed and the problems are mentioned encountered in each of these ways. In the last part some general results are presented of the main analyses we carried out on this data so far.
This paper attempts to describe an interactive model of a different kind, i.e. Interactive between technicians and practical, operational personnel, "practitioners". The model is exemplified in terms of a forecast model for consumption by households or other units, and stresses the administrative set-up concerning.
At the beginning the formulation of a strategy of development of an economic system is presented as a background for Harkoting Information Systems being discussed in this paper. Using' the same illustration I will try to explain the process of adaptive control applied to achieve strategic objectives and intermediate goals of economic systems. Some patterns of systems behaviour are shown to demonstrate the dynamic approach. They are useful to analyse the performance of a system operating under changing external conditions
This paper discuss how computer based information system can improve the problem solving capabilities of marketing services thereby contributing to more effective decision malting within both the marketing and sales functions. The information source discussed is mainly consumer panel data although towards the end of the paper I shall discuss further data bases and the use of fully integrated systems. The main objective of this paper is to draw a comparison between the way data were handled in the Marketing Services department of Cadbury Typhoo, how it is currently handled and how we plan to further improve our handling capabilities. I shall commence by briefly outlining the history of Cadbury Typhoo and discussing the relationship that exists between the Marketing and Marketing Services department.
In this paper we deal with the problem of designing a management information system (MIS) and one of its subsystems, a marketing management information system (MMIS). We want to show that a discussion about design principles of a MMIS is not feasible without a reference to the design philosophy and principles of a MIS.