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Information-Driven Marketing Decisions Development of Strategic Information Systems
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A. Coskun Samli
Book Code: Q976
ISBN: 0-89930-976-3
ISBN-13: 978-0-89930-976-7
216 pages
Quorum Books
Publication: 2/28/1996
List Price: $110.95 (UK Sterling Price: £65.00)
Availability: Out of stock
Media Type: Hardcover
Trim Size: 6 1/8 x 9 1/4
Subjects: Reviews:
  • Successful decision makers must have access to useful information and then use that information effectively. Samli describes procedures for turning data into information, and information into knowledge. Approprate for practitioners and upper-division undergraduates.
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    Choice
Description: The problem is not "information overload" as some contend, says Samli, but "data overload." Data have almost no value in and for themselves. What's important is how data are used to create the information marketers need in order to make knowledgeable decisions. Thus, Samli's newest book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge -- and another essential ingredient, wisdom -- "the firm faces great risk in the marketplace and its survival probabilities in the long run are very low," says the author. Samli starts by presenting the key elements that contribute to an information gap in the use of data for marketing decisions. He describes the evolution of information in decision making, the distinction between data and information, and the reasons why data gathering and processing have become so sophisticated and difficult to use. Samli goes on to discuss data collecting techniques, the dimensions and uses of internal data and their parameters, and identifies the best but most underrated data gathering method: observation. Surveys, experimentation, and research are covered next, including attitude and motivation research, with a careful analysis of how the research operation, as well as its products, should be managed. He goes on to explain how information is elicited from data and how it should be used; then, the various control mechanisms for information systems overall, and ends with his own "agenda" for the improvement of the entire information-driven marketing decision process. A clear, systematic presentation that marketing managers, and their MIS colleagues (who appreciate the need to make data and information "decision-maker friendly"), will find valuable and immediately beneficial.
Table of Contents:
  • Preface
  • Introduction
  • The Information Evolution in Decision Making
  • The Current Status of American Marketing Research
  • What Decision Makers Should Know About Information
  • Factual Information in Marketing: Internal
  • Factual Information in Marketing: Observations
  • Generating Data through Surveys
  • Data Generation through Experiments
  • Attitude Research
  • Motivation Research
  • Managing Marketing Research
  • Developing Information From Data
  • Developing Information-Based Marketing Plans
  • Using Information for Control Purposes
  • Postscript
LC Card Number: 95-24086
LCC Class: HF5415
Dewey Class: 658
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