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: https://doi.org/10.1108/03090560310465161

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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