Abstract:

Today's marketing manager lives in a world of information. This paper addresses the question of how to make the flow of information more meaningful and more productive. We shall talk about an information system that meets the needs of the marketing manager in an intelligent and measured way. We shall talk of systems that produce reports which say it all in one or two pages, - systems that do not bury the managers in print- out, but respond to his questions and provide him with the answers he expects.