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| Author: | Wright, M. Ashill, N. |
| Title: | A contingency model of marketing information |
| Journal: | European Journal of Marketing
1998 : VOL. 32:1-2, p. 125-144 |
| Index terms: | CASE STUDIES CONTINGENCY THEORY MARKETING INFORMATION |
| Language: | eng |
| Abstract: | Marketing information systems have mostly been analysed in terms of market research, market intelligence and computerised modelling and analysis systems. Both theoretical and empirical studies are making it increasingly clear that this approach is inadequate, especially as it takes too little account of the role of organisation design methods and environmental contingencies in marketing information processing. A new approach is suggested which draws on these areas to provide guidelines for research and intervention into marketing information flows. Exploratory case studies of three diverse organisations broadly confirmed the new approach, opening the way for further empirical work. |
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