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Towards a map of marketing information systems: an inductive study

Daniel, Elizabeth; Wilson, Hugh and McDonald, Malcolm (2003). Towards a map of marketing information systems: an inductive study. European Journal of Marketing, 37(5/6) pp. 821–847.

DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1108/03090560310465161
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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.

Item Type: Journal Article
ISSN: 0309-0566
Academic Unit/Department: Open University Business School
Item ID: 15948
Depositing User: Users 9047 not found.
Date Deposited: 29 Apr 2009 10:19
Last Modified: 26 Sep 2012 14:53
URI: http://oro.open.ac.uk/id/eprint/15948
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