The Marketing information revolution

The Marketing information revolution / edited by Robert C. Blattberg, Rashi Glazer, John D.C. Little.
Boston, Mass. : Harvard Business School Press, [1994], ©1994.

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vi, 373 pages : illustrations; 25 cm
Bibliography (note)
  • Includes bibliographical references and index.
  • 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.
0875843298 (alk. paper) :
  • 28063613
  • ocm28063613
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Columbia University Libraries