Behavioural Constraints on Marketing Information Systems
- 1 August 1979
- journal article
- research article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 13 (8) , 261-270
- https://doi.org/10.1108/eum0000000004959
Abstract
Suggests that one of the constraints in developing a marketing information system is in the interaction between the systems and personnel involved in gathering, processing and communicating that information. Proposes that a marketing information system is only effective in relation to the motivation and attitudes of individual staff members.Keywords
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