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Research Details

The Future of Computer in Marketing, Journal of Marketing

Abstract

Several recent developments in marketing information systems and analytical marketing models are described. These developments in combination with others reported in this JOURNAL OF MARKETING symposium will cast the future marketing executive in the role of a market engineer. He will have a heavier involvement in planning rather than doing, and in profit maximization.

Type

Article

Author(s)

Philip Kotler

Date Published

1970

Citations

Kotler, Philip. 1970. The Future of Computer in Marketing. Journal of Marketing. 34(1): 11-14.

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