You are not currently logged in.
Access your personal account or get JSTOR access through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Systems Analysis for Controlling and Improving Marketing Performance
Stanley F. Stasch
Journal of Marketing
Vol. 33, No. 2 (Apr., 1969), pp. 12-19
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1249396
Page Count: 8
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
This article points out some reasons for marketing's lag in the use of computers and quantitative techniques. The systems approach is suggested as one which can minimize or eliminate the causes of this lag. The systems approach outlined by the author uses marketing theory to guide the firm's efforts in establishing performance criteria, organizing an information collection activity, and developing analytic models.
Journal of Marketing © 1969 American Marketing Association