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Discusses decisions faced by marketing managers and whether answers to some important questions can be successfully answered. Examines marketing information systems (MIS) components – the data bank, the model bank, the measurement statistics bank, and the system user interface. Posits that there are economic benefits derived from making ‘better’ marketing decisions that result in larger monetary payoffs to the firm. Suggests a systematic impact study be based on analysis of the various steps that have to be taken in constructing a decision model. States MIS aids the marketing manager in specifying the decision model and in implementing this model. Concludes the MIS designer should look at each step in the construction of the decision model in order to estimate the potential impact of the change.

This research applies vector autoregression to estimate a system composed of market share and relative advertising expenditures of the seven major competitors in the U. S. replacement passenger tire market between 1972 and 1983. The results of the study suggest that a company's market share in this market cannot be predicted from its relative advertising expenditures.