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Information-driven marketing decisions : development of strategic information systems

Author: A Coskun Samli
Publisher: Westport, Conn. : Quorum Books, 1996.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

Presenting the key elements that contribute to an information gap in the use of data for marketing decisions, this work describes the evolution of information in decision-making, the distinction  Read more...

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Document Type: Book
All Authors / Contributors: A Coskun Samli
ISBN: 0899309763 9780899309767
OCLC Number: 32703351
Description: xx, 196 pages : illustrations ; 24 cm
Contents: Ch. 1. The Information Evolution in Decision Making --
Ch. 2. The Current Status of American Marketing Research --
Ch. 3. What Decision Makers Should Know about Information --
Ch. 4. Factual Information in Marketing: Internal --
Ch. 5. Factual Data Collection in Marketing: Observations --
Ch. 6. Generating Data Through Surveys --
Ch. 7. Data Generation Through Experiments --
Ch. 8. Attitude Research --
Ch. 9. Motivation Research --
Ch. 10. Managing Marketing Research --
Ch. 11. Developing Information from Data --
Ch. 12. Developing Information-Based Marketing Plans --
Ch. 13. Using Information for Control Purposes.
Responsibility: A. Coskun Samli.

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?Successful decision makers must have access to useful information and then use that information effectively. Samli describes procedures for turning data into information, and information into Read more...

 
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