| 000 | 00819camuuu200241 a 4500 | |
| 001 | 000000900092 | |
| 005 | 19990106135222.0 | |
| 008 | 930413s1994 maua b 001 0 eng | |
| 010 | ▼a 93015849 | |
| 020 | ▼a 0875843298 (alk. paper) | |
| 040 | ▼a DLC ▼c DLC ▼d 244002 | |
| 049 | 0 | ▼l 151004582 |
| 050 | 0 0 | ▼a HF5415.125 ▼b .M366 1994 |
| 082 | 0 0 | ▼a 658.8/00285 ▼2 20 |
| 090 | ▼a 658.800285 ▼b M345 | |
| 245 | 0 4 | ▼a The marketing information revolution / ▼c edited by Robert C. Blattberg, Rashi Glazer and John D.C. Little. |
| 260 | ▼a Boston, Mass. : ▼b Harvard Business School Press, ▼c c1994. | |
| 300 | ▼a vi, 373 p. : ▼b ill. ; ▼c 25 cm. | |
| 504 | ▼a Includes bibliographical references and index. | |
| 650 | 0 | ▼a Marketing ▼x Data processing. |
| 700 | 1 | ▼a Blattberg, Robert C., ▼d 1942-. |
| 700 | 1 | ▼a Glazer, Rashi. |
| 700 | 1 | ▼a Little, John D. C. |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 세종학술정보원/사회과학실(4층)/ | 청구기호 658.800285 M345 | 등록번호 151004582 (1회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
책소개
"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.
정보제공 :
목차
CONTENTS Preface = ⅶ Introduction / Robert C. Blattberg ; Rashi Glazer ; Rashi Glazer ; John D. C. Little = 1 1 Marketing in the Information Revolution / Robert C. Blattberg ; Rashi Glazer = 9 2 Point-of-Sale Data in Consumer Goods Marketing : Transforming the Art of Marketing into the Science of Marketing / David Ing ; Andrew A. Mitchell = 30 3 Consumer Transaction Databases : Present Status and Prospects / John Deighton ; Don Pepper ; Martha Rogers = 58 4 The Evolution of Decision Support Systems and Databases in Consumer Goods Marketing / David Ing = 80 5 Expert Systems for Scanner Data in Practice / John Schmitz = 102 6 Generating, Managing, and Communicating Insights / John M. McCann = 120 7 Modeling Market Response in Large Customer Panels / John D. C. Little = 150 8 Large - Scale Databases : The New Marketing Challenge / Robert C. Blattberg ; Byung-Do Kim ; Jianming Ye = 173 9 Artificial Intelligence for Designing Marketing Decision-Making Tools / Raymond R. Burke = 204 10 Marketing Decision Support Systems in Transition / Lakshmi Mohan ; William K. Holstein = 230 11 Experts and Models in Combination / Stephen J. Hoch = 253 12 Harnessing the Marketing Information Revolution : Toward the Market - Driven Learning Organization / George Day ; Rashi Gazer = 270 13 Identifying the Legal and Ethical Risks and Costs of Using New Information Technologies to Support Marketing Programs / Paul N. Bloom ; Robert Adler ; George R. Milne = 289 14 Marketing Information Technologies in Japan / Hotaka Katahira ; Shigeru Yagi = 306 15 Managing the Information-Intensive Firm of 2001 / Stephan H. Haeckel = 328 About the Contributors = 355 Index = 363