Abstract:
This paper describes the evolution from a longitudinal consumer panel to the planned development of an integrated Marketing Management Information System. AT&T's ten years experience with centrally developed marketing information systems is reviewed. The rationale for development, problems of implementation and analysis and the lack of effective utilisation are explored. Improvements are made and increased management usage is stimulated. Finally, the five-year plan for future development building upon this past experience is presented.
Research Papers
Enlightened gardens
Catalogue: Congress 2011: Impact
Authors: Pamela Pauwels, Ank van Ophoven, Jochum Stienstra
Companies: Ferro Explore!, Philips International
September 18, 2011
Research Papers
A marketing information and communication system
Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry
Authors: Brian Keedwell, Richard Starr
 
June 15, 1983
