Abstract
Analyses traditional management marketing information systems
(MkIS) as well as the more operational day‐to‐day sales and marketing
process‐oriented MkIS, by the type of use and organizational position of
users. Presents a framework relating MkIS to other organizational IS,
based on marketing management processes which facilitate the search for
new applications and opportunities for redesigning marketing and other
management processes in a more innovative way using modern information
technology. Describes in more depth the functionality and information
content of MkIS sub‐systems and marketing– and management‐related
organizational IS in order to make the framework useful and applicable
for practitioners.
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