ISSN:
0263-4503
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Marketing knowledge and expertise are a critical corporate resourcefor carrying out strategic decision making that supports marketingfunctions. Intelligent marketing information systems (IMkIS) can offer away for marketing managers to share knowledge and expertise. Suchsharing could help improve the economics and effectiveness of themarketing function. Traditional marketing information systems (MkIS) arelimited in their managerial support capabilities. Unlike MkIS, an IMkISincorporates, among other features, the use of a knowledge base ofmarketing strategies. Discusses the shortcomings of an MkIS and thenoffers a framework of IMkIS relationships illustrating informationexchanges among various subgroups of the organization. Furthermore,offers a design of an IMkIS based on this framework. Demonstrates thecreation of a knowledge base by capturing the strategic marketing movesof a corporation for the case of PepsiCo, by using published informationsources. Of course, production versions of such systems will make use ofin-house corporate knowledge. Provides illustrative queries. Discussesimplications for IMkIS for the present and future.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/02634509510083464
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