Take Action

Home | Faculty & Research Overview | Research

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)

Philip Kotler

Date Published

1966

Citations

Kotler, Philip. 1966. A Design for the Firm's Marketing Nerve Center. Business Horizons. 9(3): 63-74.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more

Take Action