Search

In this study, the scope of activities involving the components of the marketing mix, the use of external marketing services, and the level of marketing expenditures are compared between service firms and product firms. The findings suggest that marketing activities are more diffused in service firms than manufacturing firms. [ABSTRACT FROM AUTHOR]

The article discusses the merits of 90 day forecasts of consumer purchases in marketing information systems. The author notes that by using short-term forecasts, marketing managers could more effectively segment their target market. Also noted is the ability of short-term forecasts to identify trends in consumer purchasing and determine how those trends will affect sales. The author notes that these 90 day purchase probabilities could also make measuring the effectiveness of advertising more accurate.