Integration of Internal and External Data for Marketing Management

  • Klemen Čas
  • Marco Meier

Abstract

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.

Keywords

Europe Marketing Lost 

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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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