Title | Computer-based support for marketing strategy development |
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Authors | Li, Shuliang, Kinman, R., Duan, Y. and Edwards, J.S. |
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Abstract | Reports on an investigation of computer-based support for developing marketing strategy. First, on the basis of a literature study, the nature of marketing strategy development is clarified. The needs for computer-based support are identified. The status and underlying problems of existing computer-based information systems for developing marketing strategy are then examined. Finally, a mail questionnaire survey on computer-based support for developing marketing strategy is discussed. The major issues addressed in the survey were: managers’ needs for computer-based support in developing marketing strategy; the current provision of computer-based information systems; and the gaps between the identified needs and current provision. It is believed that this was the first study to use a large-scale questionnaire survey to explore these issues. The findings provide important evidence and implications for both researchers and designers of computer-based support for marketing strategy development. |
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Journal | European Journal of Marketing |
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Journal citation | 34 (5/6), pp. 551-575 |
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ISSN | 0309-0566 |
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Year | 2000 |
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Publisher | Emerald Publishing Limited |
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Digital Object Identifier (DOI) | https://doi.org/10.1108/03090560010321938 |
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Publication dates |
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Published | 2000 |
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