Information-Driven Marketing Decisions: Development of Strategic Information Systems

by A. Coskun Samli

Data have almost no value in and for themselves. What's important is how they are used to create the information one needs to make informed decisions, and this is particularly true in making marketing decisions. Thus, Samli's new book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge, says Samli, the firm faces great risk in the marketplace and its survival...

• Format: Hardcover
• Language: English
• ISBN: 0899309763
• ISBN13: 9780899309767
• Release Date: February 1996
• Publisher: Praeger
• Length: 216 Pages
• Weight: 1.08 lbs.
• Dimensions: 0.6" x 6.0" x 9.0"