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Research Details
A Design for the Firm's Marketing Nerve Center, Business Horizons
Abstract
Presents a view of the major concepts and design steps in developing a modern marketing information system. Inadequacies of the existing information system for marketing; Elaboration of the three marketing information flows; Steps to take by companies serious about a total systems approach to marketing information.
Type
Article
Author(s)
Date Published
1966
Citations
Kotler, Philip. 1966. A Design for the Firm's Marketing Nerve Center. Business Horizons.(3): 63-74.
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