| Автор | Dandurand, Lawrence |
| Автор | Morgan, Neil A. |
| Дата выпуска | 1993 |
| dc.description | International marketing planners and decision makers are aware of computers, computer software, the ‘information explosion’ and the ‘electronic age’, but there is little empirical evidence, other than in tactical operations, to indicate that the raw data is being converted into useful information, enhancing decision making performance, or that the trends in knowledge production and quality decisions are positive. This paper examines the state of the art, in an international context, of computer-based marketing strategy development in marketing planning at the strategic and tactical levels. It presents a structure of international marketing strategy development that provides a useful decision making perspective, and that can facilitate management problem definition and resolution. It introduces a computer-based technology structure that can assist computer-based decision making. It also links decision structure and technology structure in a parallel format, and then integrates the resulting combined structure into a practical decision support system. |
| Формат | application.pdf |
| Издатель | Chapman & Hall |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Тема | International marketing planning technology |
| Тема | computer-based decision |
| Название | A computer-based technology structure for international marketing strategy development |
| Тип | research-article |
| DOI | 10.1080/09652549300000009 |
| Electronic ISSN | 1466-4488 |
| Print ISSN | 0965-254X |
| Журнал | Journal of Strategic Marketing |
| Том | 1 |
| Первая страница | 141 |
| Последняя страница | 152 |
| Аффилиация | Dandurand, Lawrence; Department of Marketing, University of Nevada |
| Аффилиация | Morgan, Neil A.; Department of Marketing, University of Nevada |
| Выпуск | 2 |
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