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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
DOI: 10.2307/1249757
Stable URL: http://www.jstor.org/stable/1249757
Page Count: 5
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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.
Marketing Information Systems: A New Dimension for Marketing Research
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Abstract

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."

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