Journal ArticleDOI
Evaluating Changes in the Marketing Information System
TLDR
In this article, the authors discuss the economic benefits derived from making better marketing decisions that result in larger monetary payoffs to the firm and suggest a systematic impact study be based on analysis of the various steps that have to be taken in constructing a decision model.Abstract:
Discusses decisions faced by marketing managers and whether answers to some important questions can be successfully answered. Examines marketing information systems (MIS) components – the data bank, the model bank, the measurement statistics bank, and the system user interface. Posits that there are economic benefits derived from making ‘better’ marketing decisions that result in larger monetary payoffs to the firm. Suggests a systematic impact study be based on analysis of the various steps that have to be taken in constructing a decision model. States MIS aids the marketing manager in specifying the decision model and in implementing this model. Concludes the MIS designer should look at each step in the construction of the decision model in order to estimate the potential impact of the change.read more
Citations
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Journal ArticleDOI
Bayesian Analysis for the Evaluation of Marketing Research Expenditures: A Reassessment
Dissertation
An investigation into how B2B decision-makers utilise resources in their marketing decision-making
TL;DR: In this article, the authors identify B2B factors affecting the resources utilisation of decision-makers and explain how these factors influence them, including the value of customers, supplier-customer relationships, and the nature of demand.
Sistema de Informação de Marketing: Uma Garantia para as Decisões em Marketing
da Silva,Edson Coutinho +1 more
TL;DR: In this paper, a planejamento e implementacao of a SIM, bem como, sao apresentados os diferentes aspectos that devem ser considerados nessa implementacão.
Bayesian Analysis for the Evaluation of Marketing Research Expenditures
Abstract: Several authors have suggested evaluation of marketing research information by Bayesian analysis. This suggestion is based on two assumptions: (1) the marketing manager is able to supply valid inputs for the analysis and (2) the essence of the evaluation problem can be captured in the Bayesian analysis framework. This note is a review of recent studies into behavioral decisionmaking that challenge these two assumptions.
References
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Journal ArticleDOI
Optimal Advertising-Expenditure Implications of a Simultaneous-Equation Regression Analysis
Leonard J. Parsons,Frank M. Bass +1 more
TL;DR: This paper builds upon an empirical study of advertising and sales relations by developing a simultaneous-equation regression model, testing it against aggregative time-series data, and exploring the resulting managerial implications.