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Computer-based support for marketing strategy development

Li, Shuliang and Kinman, Russell and Duan, Yanqing and Edwards, John S. (2000) Computer-based support for marketing strategy development. European Journal of Marketing, 34 (5/6). pp. 551-575. ISSN 0309-0566

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Official URL: http://dx.doi.org/10.1108/03090560010321938

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.

Item Type:Article
Research Community:University of Westminster > Westminster Business School
ID Code:5736
Deposited On:28 Jan 2009 10:02
Last Modified:13 Oct 2011 12:27

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