Market information systems for marketing managers
This paper is a presentation of an actual Market Information System established at the Marketing Institute at the Copenhagen Business School. It is a user oriented system, aiming at helping the Market Manager to fully use the information value of different databases. The scientific approach to the MIS is classic information theory, including statistical methods, and model building. The fundamental is the numerous electronic databases that are integrated in the system, and the paper reveals a number of problems found in databases that must be solved before the demand for information will increase. The Market Information System is implemented in science and education, and a full demonstration will take place.
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