The influence of technical developments on marketing management information systems in retail organisations

Date of publication: June 15, 1977

Author: Gil T. Jones

Abstract:

This paper shows how much data may be structured into a computer based data bank in a manner which will allow the company to analyse its sales on a seasonal, yearly and possibly 5-yearly basis, in a manner convenient for assisting marketing decisions. Because sane companies now have electronic data capture systems, and use of equipment of this nature is growing, we shall show how such data banks could be developed directly from the point of sale as an integrated system. As an example of the use of this approach, we go on to describe a model for location analysis of proposed new outlets in a retail multiple organisation.

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