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Uso de tecnología de información para el diseño de estrategias de marketing

Grande, Ildefonso (1997) Uso de tecnología de información para el diseño de estrategias de marketing. Inx: XIV Congreso de Estudios Vascos, Informazioaren gizartea = Sociedad de la información = Société de l'information. Congresos de Estudios Vascos (14). Eusko Ikaskuntza, Donostia-San Sebastián, pp. 227-232. ISBN 84-89516-62-6

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Official URL: http://www.euskomedia.org/analitica/3222


The application of computers and electronic means has revolutionised corporate management. This article deals with data bases, computerised networks and the marketing information system, not from a technical, but from a methodological point of view, insisting on its design, usefulness and applications. The article also explains the reasons that progressively compel organisations to develop data-base technology: growth, market complexity, consumer heterogeneity and multiple product/market combinations are only some examples thereof. Marketing Information Systems are set up to store data on macro and micro-environment variables and the flow of communication within organisations. Data processing networks are an essential tool if we are to improve the quality of service procedures as proposed in the SERVQUAL model and its subsequent modifications.

Item Type:Book Section
Additional Information:
Uncontrolled Keywords:Merkatuen ikerketa; Teknologiak; Informazioa; Estrategia; Kalitatea; Informazio sistemak; Biztanleria; Market research; Sikografikoa; Technology; Merkatuak; Information; Inguru azterketak; Strategy; Quality; Information systems; Population; Psycograph; Markets; Environment analysis; Investigación de mercados; Tecnologías; Información; Estrategia; Calidad; Sistemas de información; Población; Sicográfico; Mercados; Análisis de entorno; Recherche de marchés; Technologies; Information; Stratégie; Qualité; Systèmes d'information; Population; Economía; Psychographique; Marchés; Analyse de l'environnement
Subjects:Economic Sciences > General economics
ID Code:1938
Deposited On:03 Oct 2008 15:59
Last Modified:03 Oct 2008 18:45

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