How computer based information system can enhance marketing functions in a firm?
Answers from top 8 papers
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| Papers (8) | Insight |
|---|---|
19 Citations | The results indicate fairly positive attitudes toward the role of computers in marketing, but limited familiarity with and actual use of the computer in marketing management activities. |
62 Citations | The research model proposed in this study provides insights into how marketing analytics can be used to achieve sustained competitive advantage. |
17 Citations | These findings lead to propositions aimed at increasing the effectiveness of computer-based information systems in small firms. |
| This suggest that a computer-based system for strategic scanning would probably have to be a customized personal system, not tightly coupled to the organizational information system. | |
75 Citations | The findings provide important evidence and implications for both researchers and designers of computer‐based support for marketing strategy development. |
| From the disciplines of information system and marketing communication, the study suggests an innovative approach to incorporating models. | |
29 Citations | The results, based on interviews with 20 senior marketing executives, indicate that marketing information needs can be defined using six information characteristics. |
40 Citations | These findings lead to the identification of both a research agenda for the study of information management in marketing and a number of practical implications for marketing management. |
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