THE STATUS OF MARKETING INFORMATION-SYSTEMS, DECISION SUPPORT SYSTEMS AND EXPERT SYSTEMS IN THE MARKETING FUNCTION OF UNITED-STATES FIRMS

A survey of the current status of Marketing Information Systems, Decision Support Systems, and Expert Systems was made in a group of U.S. firms. A questionnaire was first developed from an extensive review of the marketing and information systems literature. Major issues addressed were: (1) the level of use of marketing information systems, decision support systems, or expert systems in the marketing function, and (2) the level of use of the various systems in specific marketing activities. The study identifies the development, use, and possible future applications of these systems in marketing.