The paper outlines the content of this proposed new Database product (IMSBASE) and explains how users will be able to work with it in order to draw off articles of commercial interest.
The decline in the cast of computing has put new decision making tools based on mathematical models and statistical formulae within the grasp of a wide range of commercial organisations. However, mathematical models have their limitations in a business environment and decision making requires more background information than processed numerical data can provide. On-line retrieval systems now provide a facility which can supplement on-line processing of computerised models. Euronet DIANE is one of the most significant European achievements in this field.
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 on- line retrieval and other sophisticated computer technologies provide the means to organize the data in a systematic fashion, thus providing for marketing management not only information, but information systems. I propose to demonstrate this thesis by depicting a day in market research in September, 1989 a decade after the XXXII Congress. In the course of this description, the impact of several new on-line technologies which constitute the backbone of marketing management information systems will be noted â selective dissemination of information (SDI), point-of-sale terminals, cable television feedback, automated reports, and conference modelling.
The prerequisite for any market process is the communication between supplier and consumer. Communication in two respects: 1. In that the supplier is active in informing the consumer in line with the latter's requirements; 2. In that the consumer is active in procuring information in connection with an offer. This second aspect of communication is dealt with here in detail and on the basis of the study report "Status and Chances of Investment" published by ADIG-Investment analysed as to how one can obtain information on investments, how sources of information are assessed and what awareness is present as to how well or how poorly one is informed . Firstly, facts show that 85% of the population over 14 years of age have at some time or other made enquiries regarding investments in other words, money and the possibilities of investing it is a subject, which occupies almost everyone, at least from time to time.
The prerequisite for any market process is the communication between supplier and consumer. Communication in two respects: 1. In that the supplier is active in informing the consumer in line with the latter's requirements; 2. In that the consumer is active in procuring information in connection with an offer. This second aspect of communication is dealt with here in detail and on the basis of the study report "Status and Chances of Investment" published by ADIG-Investment analysed as to how one can obtain information on investments, how sources of information are assessed and what awareness is present as to how well or how poorly one is informed . Firstly, facts show that 85% of the population over 14 years of age have at some time or other made enquiries regarding investments in other words, money and the possibilities of investing it is a subject, which occupies almost everyone, at least from time to time.