Information-Driven Marketing Decisions: Development of Strategic Information Systems

(Hardback)

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Description

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 probabilities in the long run are very low." Samli explains, first, the various data generating procedures, with special emphasis on data analysis, and second, the procedures for creating information out of data - all in a clear, systematic presentation that marketing managers should understand and benefit from. Their MIS colleagues, whose goal should be to make data and information "decision-maker friendly," should also benefit.

Reviews

Successful decision makers must have access to useful information and then use that information effectively. Samli describes procedures for turning data into information, and information into knowledge. Approprate for practitioners and upper-division undergraduates.-Choice
"Successful decision makers must have access to useful information and then use that information effectively. Samli describes procedures for turning data into information, and information into knowledge. Approprate for practitioners and upper-division undergraduates."-Choice

Author Bio

A. COSKUN SAMLI is Research Professor of Marketing and International Business at the University of North Florida, and an international marketing consultant. Author or coauthor of more than 200 scholarly articles, seven books, and 30 monographs, Samli has lectured extensively throughout the world and serves on the review board of seven major journals. He is a senior fellow of the Academy of Marketing Science. Among his previous books are International Consumer Behavior (1995), Counterturbulence Marketing (1993), and Social Responsibility in Marketing (1992).