The Marketing Information Revolution

Edited by Robert C. Blattberg, Rashi Glazer, John D. C. Little

Bibliographic record and links to related information available from the Library of Congress catalog
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Preface                        vii

Introduction
     Robert C. Blattberg, Rashi Glazer, and John D.C. Little

1. Marketing in the Information Revolution            
     Robert C. Blattberg and Rashi Glazer

2. Point-of-Sale Data in Consumer Goods Marketing: Transforming
     the Art of Marketing into the Science of Marketing                  30
     David Ing and Andrew A. Mitchell

3. Consumer Transaction Databases:
     Present Status and Prospects                
     John Deighton, Don Peppers, and Martha Rogers

4. The Evolution of Decision Support Systems and Databases
   in Consumer Goods Marketint
   David Ing

5. Expert Systems for Scanner Data in Practice
   John Schmitz

6. Generating, Managing, and Communicating Insights
   John M. McCann

7. Modeling Market Response in Large Customer Panels
   John D.C. Little

8. Large-Scale Databases: The New Marketing Challenge
   Robert C. Blattberg, Byung-Do Kim, and Jianming Ye

9.Artificial Intelligence for Designing Marketing
     Decision-Making Tools                  
     Raymond R. Burke

10. Marketing Decision Support Systems in Transition
     Lakshmi Mohan and William K. Holstein

11. Experts and Models in Combination   
      Stephen J. Hoch

12. Harnessing the Marketing Information Revolution:
     Toward the Market-Driven Learning Organization 
     George Day and Rashi Glazer

13. Identifying the Legal and Ethical Risks and Costs of Using New
      Information Technologies to Support Marketing Programs
      Paul N. Bloom, Robert Adler, and George R. Milne

14. Marketing Information Technologies in Japan
      Hotaka Katahira and Shigeru Yagi

15. Managing the Information-Intensive Firm of 2001
      Stephan H. Haeckel

About the Contributors
Index