Title: Key issues in using information systems for strategic marketing decisions

Authors: Shuliang Li, Barry J. Davies

Addresses: Gloucestershire Business School, Cheltenham & Gloucester College of Higher Education, Pallas, The Park, Cheltenham, Gloucestershire, GL50 2QF, UK. Gloucestershire Business School, Cheltenham & Gloucester College of Higher Education, Pallas, The Park, Cheltenham, Gloucestershire, GL50 2QF, UK

Abstract: This paper deals with some key issues in using and developing information systems for strategic marketing decisions. Firstly, managerial requirements for information systems support are examined. Secondly, the current status of information systems usage for strategic marketing decision-making is explored. Finally, the problems of existing support systems and the potential of hybrid intelligent support systems are discussed. It is concluded that hybrid intelligent support systems, coupled with such techniques as group decision support and knowledge management, will have a part to play in support of strategic marketing decisions, with the decision makers as a core and in control.

Keywords: marketing strategy; strategic marketing decisions; information systems; information technology; decision support systems; hybrid intelligent systems.

DOI: 10.1504/IJMDM.2001.001219

International Journal of Management and Decision Making, 2001 Vol.2 No.1, pp.16-34

Published online: 01 Jul 2003 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article