The Marketing Information Revolution

Robert C. Blattberg · Rashi Glazer · John D. C. Little

214 citations0/0 files storedHarvard Business School Press eBooks

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Competitive and Knowledge Intelligence Marketing and Advertising Strategies Corporate Governance and Management

Abstract

From the Publisher: There is only one valid definition of business purpose: to create a satisfied customer, asserted Peter Drucker in 1954. Today, the advanced technologies of the information revolution allow virtually unlimited knowledge of customer behavior - and competitive advantage belongs to those organizations best able to harness these technologies to deliver value to their customers. In this book, 23 experts - pioneers in marketing information science - assess the vast body of knowledge gained in the past decade. As the authors detail the driving principles and diverse uses of marketing information systems, they describe the insights gained from the experiences of leading American firms, including Quaker Oats, Procter & Gamble, CitiBank, Borden, Colgate, and Maytag.

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1995Comparing Response Rates and Response Content in Mail versus Electronic Mail Surveys 2003Privacy versus willingness to disclose in e-commerce exchanges: The effect of risk awareness on the relative role of trust and control 2000Privacy and Ethical Issues in Database/Interactive Marketing and Public Policy: A Research Framework and Overview of the Special Issue 2000The Impact of Internet Use on Business-to-Business Marketing 1995Direct marketing on the internet: An empirical assessment of consumer attitudes 2002Beyond Sabre: An Empirical Test of Expertise Exploitation in Electronic Channels1 1999Measuring Export Information Use 1996Internationalizing the market orientation construct: an in-depth interview approach

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