Abstract:
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.
This could also be of interest:
Research Papers
Managing scanner data
Catalogue: ESOMAR Congress 1989
Authors: Clemens Steckner, Rainer Aldag
 
September 1, 1989
Research Papers
The role of new information technology in decision making
Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: Samuel A. Wolpert
 
June 15, 1977
Research Papers
Computer assisted decision making
Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: Robert De Hoog, Alfred E. Bronner
 
June 15, 1984
