Host: The Japan Society for Management Information
Today, in the matured society, marketing importance is moving from "How find new customers for selling products" to "How establish customer relationship and make royalty of customers". However, these activities which related whole life cycle of products and services beyond the marketing division's role, it is participated in the enterprise activity.
The Holistic Marketing advocated by Kohtler is essentials to efficient use of information systems because we have to know how customers related companies onto the whole life cycle of products and services how customers affected by companies activities, by analyze various kind of data and do appropriate actions. This paper is using quantitative model for analyze these whole processes, and studies what are the efficient activities.
