haku: @author McDonald, M. / yhteensä: 13
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| Tekijä: | Daniel, E. Wilson, H. McDonald, M. |
| Otsikko: | Towards a map of marketing information systems: an inductive study |
| Lehti: | European Journal of Marketing
2003 : VOL. 37:5-6, p. 821-847 |
| Asiasana: | MARKETING INFORMATION SYSTEMS CASE STUDIES INDUCTION TRAINING |
| Kieli: | eng |
| Tiivistelmä: | The use of information systems (IS) in marketing is maturing, as previous piecemeal systems are replaced by CRM suites, which provide a unified view of the customer. However, research and practice in this domain suffer from the lack of a commonly accepted map of the marketing process, let alone of the potential marketing IS applications which support it. This paper inscribes an inductively derived process map of marketing, which is used as a basis for a map of marketing information systems. Maps synthesized from previous research were refined through seven case studies of the deployment of IS in marketing, using the analytic induction approach. The marketing map includes a revised definition of the sales process, a scoping of the role of integrated marketing communications. |
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