How do you develop a marketing information system?
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| Papers (6) | Insight |
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29 Citations | The results, based on interviews with 20 senior marketing executives, indicate that marketing information needs can be defined using six information characteristics. |
| The unique characteristics of information products may demand a new approach to marketing, defined as information marketing. | |
| This research provides insights into a successful implementation of a marketing information system in tourism. | |
10 Citations | System utilization holds the key to a favorable return on investment in marketing information systems. |
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. |
11 Citations | Finds that this network of firms derives considerable benefits from its marketing information system. |
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