The years of experience with a dialogue marketing information system in action within the German Unilever

Date of publication: June 15, 1980

Author: Werner Röske

Abstract:

In 1977 I installed the EXPRESS Market Research Information Service at UNION Deutsche Lebensmittelwerke OmbH, a Unilever subsidiary. This paper discusses the value placed by the management on the system, after two years' experience of the system and its users within the company. From this the formula the success for future MIS installations can be deduced.

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