Marketing Information Systems An Emerging View

Cover Marketing Information Systems An Emerging View
Marketing Information Systems An Emerging View
David Bruce Montgomery
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A language designed to retrieve, manipulate and statistically analyze sales area data.
Interactive systems provide more or less instant access to data, models, and measurement capabilities and thereby provide an important calendar time advantage over batch processing systems. This calendar time advantage has two major payoffs: (1) it may make analysis feasible or enable it to be more thorough, and (2) considerable executive time may be saved. With respect to the first point, an interactive syst
...em may make analysis feasible in certain situations which are subject to severe time constraints. Similarly, they may permit more thorough analysis in such situations. In addition to the Westinghouse example above, consider the corporate acquisition process. Standard practice is for the potential acquiring company to have its acquisition officer study the acquisition candidate and develop a set of alternative analyses indicating the future ^^See [21]. ■^^See [20], 33 of the parent company, the candidate, and the combined companies.

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