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Research papers

An experiment in building a marketing information system

In this paper we describe how we tried to solve a marketing information system need. First, we explain why we were gradually convinced it was necessary. The second step in our thinking was to list all the data we had and wanted to integrate in it....

Catalogue: Seminar 1980: Information Systems In Action
Authors: Françoise Rostand, Marc Olive
June 15, 1980

Research papers

Trend-analyse and early warning systems for marketing management

Marketing Managers all over the world are overloaded with an abundance of information data. This information "overkill" has its source not only in the computer department of an enterprise. A very large part of it is produced and distributed by...

Catalogue: Seminar 1980: Information Systems In Action
Author: Ernest W. Hanhart
June 15, 1980

Research papers

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...

Catalogue: Seminar 1980: Information Systems In Action
Author: Werner Röske
June 15, 1980

Research papers

Using panel data to evaluate the consequences of promotions

This paper discusses how Information Systems can support marketing decision making in the promotional area. We deal mainly with the use of Consumer Panel data, although reference is also made to the integration of other data sources - sales and store...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: David Zeitlin, Christopher J. Melbourne
June 15, 1980

Research papers

SISDATA

SISDATA, the Statistical Information System, designed and maintained by Slamark International, an Italian information system and marketing consultancy firm, deals with secondary statistical data, that is, the data of the main sectors of a country's...

Catalogue: Seminar 1980: Information Systems In Action
Author: Luciano Daina
June 15, 1980

Research papers

Databases

Traditionally, anyone presenting "an overview" is expected to deal with a large number of matters at an essentially superficial level. I hope to get away from the mainly superficial by confining most of my presentation to data- bases currently...

Catalogue: Seminar 1980: Information Systems In Action
Author: Harry R. Collier
June 15, 1980

Research papers

Advertising information systems

This paper focuses on the design and implementation of an advertising information system. It is based on experience of IMS since 1969 in creating a multi-data base, multi- user interactive advertising and marketing information service. Topics to be...

Catalogue: Seminar 1980: Information Systems In Action
Authors: Leon Liebman, Daniel Olasin
June 15, 1980

Research papers

Information systems

Management information systems are still designed to monitor internal historical events rather than to scan the business environment for future opportunities. This paper identifies the specific abilities which companies must have to survive during...

Catalogue: Seminar 1980: Information Systems In Action
Author: Martin van Mesdag
June 15, 1980

Research papers

September 1989

It is interesting to note that computerized information retrieval is both the source of the problem and its solution. By this I mean that the availability of vast quantities of information is made possible by the databanks while, in turn, methods of...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties
Author: Samuel A. Wolpert
June 15, 1979