The need for a system for an extensive information analysis of specific marketing decisions

Suggests that in marketing decision making some problems are unique and call for a specially designed information‐generating process. Stresses the importance of a decision information system and prefers a framework for this concludes that if such as system is employed by the marketer uncertain decision environments can be handled mere profitably with the correct analytical tools.

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Year of publication:	1973
Authors:	Grönroos, Christian
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 7.1973, 2, p. 130-136
Publisher:	MCB UP Ltd
Subject:	Marketing \| Decision making \| Information systems

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000005108 [DOI]
Source:	Other ZBW resources

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