The Future of the Computer in Marketing
Open Access
- 1 January 1970
- journal article
- other
- Published by SAGE Publications in Journal of Marketing
- Vol. 34 (1) , 11-14
- https://doi.org/10.1177/002224297003400104
Abstract
Several recent developments in marketing information systems and analytical marketing models are described. These developments in combination with others reported in this JOURNAL OF MARKETING symposium will cast the future marketing executive in the role of a market engineer. He will have a heavier involvement in planning rather than doing, and in profit maximization rather than sales maximization.Keywords
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