The Marketing information revolution
By: edited by Robert C. Blattberg, Rashi Glazer, John D.C. Little.
Contributors: Blattberg, Robert C., 1942-; Glazer, Rashi.; Little, John D. C.
Publisher: Harvard Business School Press
Published: 1994
Place of publication: Boston, Mass
Language: eng
Number of pages: 373
Subjects: Marketing -- Data processing
Description: "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.
Notes: Includes bibliographical references and index.