Information-Driven Marketing Decisions: Development of Strategic Information Systems

By A. Coskun Samli | Go to book overview

Information-Driven
Marketing Decisions
Development of
Strategic Information Systems

A. Coskun Samli

-iii-

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Information-Driven Marketing Decisions: Development of Strategic Information Systems
Table of contents

Table of contents

  • 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
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