Managing data for decision making
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.
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