Internationale Marketingstrategien und Marketing-Informationssysteme der westdeutschen Pharmaindustrie in den 1950er bis 70er Jahren: Eine 'Marketing-Informationsrevolution'?

Autor:	Christian Kleinschmidt, Heiko Braun
Rok vydání:	2015
Předmět:	Economics and Econometrics History Engineering business.industry media_common.quotation_subject Context (language use) Management Market data Information system Marketing information system Quality (business) Marketing business International marketing media_common
Zdroj:	Jahrbuch für Wirtschaftsgeschichte / Economic History Yearbook. 56:137-162
ISSN:	2196-6842 0075-2800
DOI:	10.1515/jbwg-2015-0006
Popis:	Assuming that a formerly unknown quantity and quality of market data triggered a revolution in marketing information, we explore international marketing strategies and the significance of marketing information systems in the context of the re-internationalization of the pharmaceutical enterprises Bayer and Schering after 1945. Both companies faced an information deluge, and in both cases, distinct approaches to a modern marketing information system can be observed since the mid-1960s.
Databáze:	OpenAIRE
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