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Systems Analysis for Controlling and Improving Marketing Performance

Stanley F. Stasch
Journal of Marketing
Vol. 33, No. 2 (Apr., 1969), pp. 12-19
DOI: 10.2307/1249396
Stable URL: http://www.jstor.org/stable/1249396
Page Count: 8
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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
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Abstract

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.

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