Towards a map of marketing information systems: an inductive study
| Publication Type | Journal Article |
| Year of Publication | 2003 |
| Authors | Daniel EM, Wilson H, McDonald MHB |
| Journal | European Journal of Marketing |
| Volume | 37 |
| Issue | 5/6 |
| Pagination | 821-847 |
| ISBN Number | 0309-0566 |
| URL | http://oro.open.ac.uk/15948/ |
| Refereed Designation | Refereed |
Abstract
Describes an inductively derived process map of marketing, which is used as a basis for a map of marketing information systems. Need for a holistic view of information systems in marketing; Approaches to mapping marketing; Trends in information technology which are making dramatic changes to marketing practice.
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