New information systems for marketing decision making

Article Abstract:

Decision support systems (DSS) are flexible, interactive, computer-based systems that support marketing personnel in making decisions related to activities associated with markets. The components of DSS include: user-friendly interactive interfaces, model or data-based systems, integrated problem-solving capabilities, and problem-solving tools. Expert systems are computer systems that have qualities usually only associated with humans: problem solving and pattern recognition capabilities. The characteristics of expert systems include: a well-defined field of application, a body of knowledge that can be coded, and heuristic problem-solving techniques. Expert systems consist of task-specific information, domain-specific information, and guidance information.

Management, Information technology, Decision support systems

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Integrating marketing and logistics for increased profit

Article Abstract:

Corporate management must take advantage of benefits that can result from the integration of marketing and logistics to effectively compete in the global markets of the 1990s. Customer service is the most important part of marketing and logistics integration. The first step in the integration process is to establish a top-level planning team with personnel from both marketing and logistics. The planning team then incorporates elements of customer service into the stages of the strategic planning process. The stages include environmental scanning, identification and evaluation of potential consumer target markets, and setting marketing goals and objectives.

Logistics, Business logistics, Industrial management

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