Abstract:

In the recent years several Dutch Savings Banks have started to work with interactive computer facilities. This opened the possibility to gather information in a very flexible way and produce tailor-made reports. As a result of these activities the outlines of marketing management information system have been formulated. This system consists of several modules in the field of clients, products and branches. During the development of the modules activities are divided between the computer center and the marketing researchers. The computer center structures the data, the marketing researchers are taking care of the development and management of the modules. In this way the whole system is build in a flexible and relatively cheap way.