Daniel, Elizabeth; Wilson, Hugh and McDonald, Malcolm
Towards a map of marketing information systems: an inductive study.
European Journal of Marketing, 37(5/6),
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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