One of the most dramatic and pervasive changes I’ve seen in marketing over the last 20 years is the prominence of a marketing information system guiding marketing decision-making and planning. In ...

Firms that successfully compete in today's ruthless business climate are naturally inclined to focus on customer needs. Because they are customer-focused, successful firms are also inherently more ...

This paper adresses itself to two intelligence of marketing information systems. The first refers to a basic philosophy and management acceptance of an intelligence system; the second relates to the ...

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This paper describes the new soft drink market perspective of Coca-Cola FEMSA (KOF) enabling understanding of the market dynamics based upon quantitative indicators on a real time basis, correlated ...

Although Marketing is a fairly young discipline compared to other scientifically based disciplines it already has a history. From the start, at the beginning of this century, marketing was selling and ...