Measuring efficiency of commercial actions with the help of a ISM (Information System for Marketing)
The implementing of an ISM in a firm is a long and complex operation as it is not only a question of the construction of technical tools, but equally and especially the insertion in the firm of a work method placing data processing at the service of marketing . It consequently insists on the close cooperation of the specialists of these systems and those individuals responsible for the marketing and data processing of the firm. We are not going to present here in detail the numerous stages of the implementing of an ISM, but limit ourselves to some essential aspects of its development; the designing or its initial schema director, its progressive validation, the sequence of different sub-systems which compose it, the experimentations to which it leads and its pedagogical role.
Author: Christian R. Viros
June 4, 1986
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