Abstract:
In this paper we describe how we tried to solve a marketing information system need. First, we explain why we were gradually convinced it was necessary. The second step in our thinking was to list all the data we had and wanted to integrate in it. After that, obviously, we asked ourselves "what do we want to do with such a tool?" The following step was to try to find a package to meet our needs and, given the fact we found no one on the market, to try to develop one. This package has been developped by Sligos and Secodip and is now currently used in L'Oreal and Secodip since one year.
Research Papers
To a complete marketing information system
Catalogue: Seminar 1972: Panels
Author: Françoise Rostand
 
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Research Papers
Evaluating the impact of marketing mix variables on market shares
Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Marcel Corstjens, Gilles Laurent, Françoise Rostand
 
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Research Papers
Television audience research in Europe
Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Charles C. Dawson
 
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