Publisher's Synopsis
This work aims to help the reader apply the use of computers in a marketing and selling environment. It is a practical book which uses questionnaires throughout, and is suitable reading for marketing managers, sales managers, advertising agencies and data processing analysts.;Some of the most costly information gathered in the course of a working day lies around unused. Some of it is in your head, your own or a colleague's filing system, some computerized, some out of date and often contradictory. In developing capabilities in any business three questions need to be answered: What strategies should you adopt? What systems of information management would be appropriate and relevant to you? What stages will you go through in developing your capabilities? This book helps the reader: Understand how good (or bad) a company is in the critical factors that make for long-term marketing success through the use of computers, and create computer-aided marketing and selling in the business areas for which they are responsible.;Using questionnaires to force thinking through the factors that make business success, a blueprint showing how to construct successful systems and a planning cycle to explore systematically the ways that the business of marketing will be affected by information technology, Bob Shaw has written a practical book for selecting, developing and maintaining computer-aided marketing and selling systems.
