Marketing information systems :
Marshall, Kimball P.
Marketing information systems : : creating competitive advantage in the information age / / Kimball P. Marshall. - Danvers : : Boyd & Fraser, , c1996. - xi, 164 p. : : ill.
Includes bibliographical references and index.
Modern computer-based data acquisition and dissemination systems are radically changing the practice of marketing management. Written from a marketing perspective, this book systematically introduces how the use of electronic data resources can enhance competitive advantage in the marketplace.
0877092907
Marketing--Data processing.
Marketing information systems : : creating competitive advantage in the information age / / Kimball P. Marshall. - Danvers : : Boyd & Fraser, , c1996. - xi, 164 p. : : ill.
Includes bibliographical references and index.
Modern computer-based data acquisition and dissemination systems are radically changing the practice of marketing management. Written from a marketing perspective, this book systematically introduces how the use of electronic data resources can enhance competitive advantage in the marketplace.
0877092907
Marketing--Data processing.