Integration of Internal and External Data for Marketing Management

  • Klemen Čas
  • Marco Meier


Particularly for preparing decisions concerning marketing activities of an enterprise, data are needed from internal sources, e.g. the accounting system, as well as external data sources, like market studies or press releases of competitors. In practice Management Information Systems are still lacking concepts for the integration of internal and external data, especially if non-quantitative data are concerned.

Therefore we present the ideas of an electronic decision assistant (INTEX) and an editorial leitstand (MINT) as contributions to the improvement of decision support for marketing management. The electronic decision assistant should—similar to a business consultant—help to detect problems and to develop appropriate solutions. MINT makes information from the Internet available which is relevant for marketing decisions.


Management Information System Contribution Margin External Data Market Management Advertising Expenditure 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Science+Business Media New York 1999

Authors and Affiliations

  • Klemen Čas
    • 1
  • Marco Meier
    • 1
  1. 1.FORWISS—Bavarian Research Center for Knowledge-Based SystemsInformation Systems Research GroupErlangenGermany

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