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Article: Theoretical and operational marketing information systems.
- Article from:
- Review of Business
- Article date:
- December 22, 1989
- Author:
CopyrightCOPYRIGHT 1989 St. John's University, College of Business Administration. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Theoretical and Operational Marketing Information Systems
Introduction
A marketing Information System (MKIS) has traditionally been proposed to provide marketing managers a thorough process of intelligence gathering. The purpose of this article is to examine the scope of MKISs and to compare them to those observed in implemented intelligence systems. From this examination, it will be possible to determine the extent and acceptance of investigative tools currently utilized within Marketing Information Systems. If operational MKISs do not meet the expectations of the theorists proposing such instruments, it is possible that these processes may not provide ...