Research Catalog

Title

The Marketing information revolution / edited by Robert C. Blattberg, Rashi Glazer, John D.C. Little.

Publication

Boston, Mass. : Harvard Business School Press, [1994], ©1994.

Items in the Library & Off-site

Holdings

Details

Additional Authors

• Blattberg, Robert C., 1942-
• Glazer, Rashi.
• Little, John D. C.

Description

vi, 373 pages : illustrations; 25 cm

Summary

• "There is only one valid definition of business purpose: to create a satisfied customer," asserted Peter Drucker in 1954. Today, the advanced technologies of the information revolution allow virtually unlimited knowledge of customer behavior - and competitive advantage belongs to those organizations best able to harness these technologies to deliver value to their customers. In this book, 23 experts - pioneers in marketing information science - assess the vast body of knowledge gained in the past decade.
• As the authors detail the driving principles and diverse uses of marketing information systems, they describe the insights gained from the experiences of leading American firms, including Quaker Oats, Procter & Gamble, CitiBank, Borden, Colgate, and Maytag.

Subject

• Marketing > Data processing

Bibliography (note)

• Includes bibliographical references and index.

Contents

• Introduction / Robert C. Blattberg, Rashi Glazer and John D. C. Little -- 1. Marketing in the Information Revolution / Robert C. Blattberg and Rashi Glazer -- 2. Point-of-Sale Data in Consumer Goods Marketing: Transforming the Art of Marketing into the Science of Marketing / David Ing and Andrew A. Mitchell -- 3. Consumer Transaction Databases: Present Status and Prospects / John Deighton, Don Peppers and Martha Rogers -- 4. The Evolution of Decision Support Systems and Databases in Consumer Goods Marketing / David Ing -- 5. Expert Systems for Scanner Data in Practice / John Schmitz -- 6. Generating, Managing, and Communicating Insights / John M. McCann -- 7. Modeling Market Response in Large Customer Panels / John D. C. Little -- 8. Large-Scale Databases: The New Marketing Challenge / Robert C. Blattberg, Byung-Do Kim and Jianming Ye -- 9. Artificial Intelligence for Designing Marketing Decision-Making Tools / Raymond R. Burke.
• 10. Marketing Decision Support Systems in Transition / Lakshmi Mohan and William K. Holstein -- 11. Experts and Models in Combination / Stephen J. Hoch -- 12. Harnessing the Marketing Information Revolution: Toward the Market-Driven Learning Organization / George Day and Rashi Glazer -- 13. Identifying the Legal and Ethical Risks and Costs of Using New Information Technologies to Support Marketing Programs / Paul N. Bloom, Robert Adler and George R. Milne -- 14. Marketing Information Technologies in Japan / Hotaka Katahira and Shigeru Yagi -- 15. Managing the Information-Intensive Firm of 2001 / Stephan H. Haeckel.

ISBN

0875843298 (alk. paper) :

LCCN

93015849

OCLC

• 28063613
• ocm28063613

Owning Institutions

Columbia University Libraries