Geographic information systems as a marketing information system technology

@article{Hess2004GeographicIS,
  title={Geographic information systems as a marketing information system technology},
  author={Ronald L. Hess and Ronald S. Rubin and Lawrence A. West},
  journal={Decision Support Systems},
  year={2004},
  volume={38},
  pages={197-212}
}
Marketing information systems (MKIS) are decision support systems targeted at marketing-specific decisions. One of the most widely disseminated MKIS models divides the marketing decision universe into four domains and links these domains to each other and to other marketing activities. Unfortunately, there is little guidance on the construction of specific MKIS targeted at problems in these domains or to the construction of integrated MKIS that span domains. This paper advocates the use of… CONTINUE READING

Topics from this paper.

Citations

Publications citing this paper.
SHOWING 1-10 OF 25 CITATIONS