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Information-Driven Marketing Decisions: Development of Strategic Information Systems
By A. Coskun Samli
216 pages
- Contributors:
- Publisher:
- Quorum
- Place of publication:
- Westport, CT
- Publication year:
- 1996
- Subjects:
Synopsis
Data have almost no value in and for themselves. What's important is how they are used to create the information one needs to make informed decisions, and this is particularly true in making marketing decisions. Thus, Samli's new book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge, says Samli, "the firm faces great risk in the marketplace and its survival probabilities in the long run are very low." Samli ...
Data have almost no value in and for themselves. What's important is how they are used to create the information one needs to make informed decisions, and this is particularly true in making marketing decisions. Thus, Samli's new book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge, says Samli, "the firm faces great risk in the marketplace and its survival probabilities in the long run are very low." Samli explains, first, the various data generating procedures, with special emphasis on data analysis, and second, the procedures for creating information out of data -- all in a clear, systematic presentation that marketing managers will understand and benefit from immediately. Their MIS colleagues, whose goal should be to make data and information "decision-maker friendly," will also benefit. A unique, valuable book for both.
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Table of contents
The first page of every section is available free to non-members – click a section heading to start reading now!
- Title Page iii
- Contents vii
- Exhibits ix
- Preface xiii
- Acknowledgments xix
- Introduction 1
- 1 - The Information Evolution in Decision Making 9
- 2 - The Current Status of American Marketing Research 25
- 3 - What Decision Makers Should Know about Information 37
- 4 - Factual Information in Marketing: Internal 49
- 5 - Factual Data Collection in Marketing: Observations 61
- 6 - Generating Data through Surveys 69
- 7 - Data Generation through Experiments 81
- 8 - Attitude Research 97
- 9 - Motivation Research 109
- 10 - Managing Marketing Research 123
- Title Page iii
- Contents vii
- Exhibits ix
- Preface xiii
- Acknowledgments xix
- Introduction 1
- 1 - The Information Evolution in Decision Making 9
- 2 - The Current Status of American Marketing Research 25
- 3 - What Decision Makers Should Know about Information 37
- 4 - Factual Information in Marketing: Internal 49
- 5 - Factual Data Collection in Marketing: Observations 61
- 6 - Generating Data through Surveys 69
- 7 - Data Generation through Experiments 81
- 8 - Attitude Research 97
- 9 - Motivation Research 109
- 10 - Managing Marketing Research 123
- 11 - Developing Information from Data 137
- 12 - Developing Information-Based Marketing Plans 159
- 13 - Using Information for Control Purposes 173
- Postscript 185
- Selected Bibliography 189
- Index 193
- About the Author 197