Towards Informed Marketing

Abstract

Activities are classified with the aim of helping the non‐specialist analyst (i.e. the manager acting as analyst) to define and describe the objective setting and directed streams of activity which constitute business systems. The aim is to help managers understand better the structure of the systems they manage and to provide them with a framework for developing effective information systems.

Citation

Payton, T. (1987), "Towards Informed Marketing", Marketing Intelligence & Planning, Vol. 5 No. 1, pp. 28-33. https://doi.org/10.1108/eb045744