Subject category:
Marketing
Published in:
1980
Length: 17 pages
Data source: Field research
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Abstract
The case describes a study of the marketing information systems in a medium sized company which has expanded rapidly and is aware of the need for an improved data base for planning and control. The setting is one of relatively limited managerial sophistication and resources, with the additional problems of resistance to change and organisational politics between departments.
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Abstract
The case describes a study of the marketing information systems in a medium sized company which has expanded rapidly and is aware of the need for an improved data base for planning and control. The setting is one of relatively limited managerial sophistication and resources, with the additional problems of resistance to change and organisational politics between departments.