The "Brave New World" of Single Source Information

Peters, Blair
December 1990
Marketing Research;Dec90, Vol. 2 Issue 4, p13
Academic Journal
The major thrust of this article is to try to make sense of the new world of single source information in the consumer packaged goods industry. The author explains what is happening in the industry and why, and also provides some initial coping strategies for the reader to think about. Specifically, the article provides viewpoints on where we are, where are we going, and how to benefit from the new information technology. The reader is given a conceptual framework to aid in evaluating the industry, a viewpoint on where the competitive advantages are, and thoughts on how to gain those advantages.


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