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| Author: | Saaksjarvi, M. Talvinen, J. |
| Title: | Integration and effectiveness of marketing information systems |
| Journal: | European Journal of Marketing
1993 : VOL. 27:1, p. 64-77 |
| Index terms: | INFORMATION SYSTEMS MANAGEMENT INFORMATION MARKETING |
| Language: | eng |
| Abstract: | It is evident that many companies have started , or are going to develop and improve, their marketing information systems. Therefore, it is important to learn more of the effects of integration in order to be able to design better and more cost effective marketing information systems. The authors present different concepts of integration and discuss the need to integrate the MkIS. The authors generate their research hypothesis and introduce their methodology, the framework and key variables of empirical survey. |
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