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An Evolutionary Approach to Marketing Information Systems
Lawrence D. Gibson, Charles S. Mayer, Christopher E. Nugent and Thomas E. Vollmann
Journal of Marketing
Vol. 37, No. 2 (Apr., 1973), pp. 2-6
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250044
Page Count: 5
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This article postulates that the ability of an information system to respond to the evolving needs of its users is a necessary ingredient for its success. The concept is exemplified through INF ACT, an evolving and heavily utilized marketing information system.
Journal of Marketing © 1973 American Marketing Association