The Marketing Information Revolution / Press, Harvard Business School

The Marketing Information Revolution shows marketing executives how to derive value from the massive amounts of information available today with the help of relevant analysis and decision-making tools. Marketing and information technology experts discuss the types of information available, demonstrate how huge quantities of data can be managed and transformed into usable information, examine how to use expert systems and decision support systems, describe how organizational needs can be modified to take full advantage of information, and address the future of the strategic use of information technology from the perspective of marketing professionals and managers. Specific topics addressed in the volume include large-scale databases; generating, managing, and communicating insights; artificial intelligence for designing marketing decision-making tools; and marketing technologies in Japan.
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