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Marketing Information Systems: A New Dimension for Marketing Research
Richard H. Brien and James E. Stafford
Journal of Marketing
Vol. 32, No. 3 (Jul., 1968), pp. 19-23
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1249757
Page Count: 5
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The application of the systems approach to marketing management promises to breathe new life into marketing research. In this article the authors present their views of the relationship between decision-information flows and the management process in marketing, and state the case for expanding traditional marketing research into "marketing information systems."
Journal of Marketing © 1968 American Marketing Association