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