Information-Driven Marketing Decisions: Development of Strategic Information Systems


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.

Additional information

Publisher: Place of publication:
  • Westport, CT
Publication year:
  • 1996


An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.