Open AccessMarketing Information Systems: A Marriage Of Systems Analysis And Marketing Management
Author(s) -
Kimball P. Marshall,
Stephen W. LaMotte
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v8i3.6146
Subject(s) - marketing , marketing management , marketing research , business , marketing strategy , marketing mix , information system , process (computing) , quantitative marketing research , return on marketing investment , digital marketing , marketing science , knowledge management , relationship marketing , computer science , engineering , electrical engineering , operating system
Synergy between information systems and marketing has stimulated interest in marketing information systems (MKIS) as a major marketing management tool. However, educators, researchers and managers are only beginning to define this field systematically. This paper reviews related literature from marketing, management and information sciences to develop a definition of marketing information systems and a model process for MKIS development. Special attention is paid to the role of marketing professionals in the development process.