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Towards a map of marketing information systems: an inductive study

Towards a map of marketing information systems: an inductive study The use of information systems (IS) in marketing is maturing, as previous piecemeal systems are replaced by CRM suites, which provide a unified view of the customer. However, research and practice in this domain suffer from the lack of a commonly accepted map of the marketing process, let alone of the potential marketing IS applications which support it. This paper describes an inductively derived process map of marketing, which is used as a basis for a map of marketing information systems. Maps synthesised from previous research were refined through seven case studies of the deployment of IS in marketing, using the analytic induction approach. The marketing map includes a revised definition of the sales process, a scoping of the role of integrated marketing communications, and a redefinition of the relationship between marketing and the other elements of Porter's value chain. Several implications of the IS map which overlays it are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Towards a map of marketing information systems: an inductive study

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560310465161
Publisher site
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Abstract

The use of information systems (IS) in marketing is maturing, as previous piecemeal systems are replaced by CRM suites, which provide a unified view of the customer. However, research and practice in this domain suffer from the lack of a commonly accepted map of the marketing process, let alone of the potential marketing IS applications which support it. This paper describes an inductively derived process map of marketing, which is used as a basis for a map of marketing information systems. Maps synthesised from previous research were refined through seven case studies of the deployment of IS in marketing, using the analytic induction approach. The marketing map includes a revised definition of the sales process, a scoping of the role of integrated marketing communications, and a redefinition of the relationship between marketing and the other elements of Porter's value chain. Several implications of the IS map which overlays it are discussed.

Journal

European Journal of Marketing – Emerald Publishing

Published: Jun 1, 2003

Keywords: Marketing; Information systems; Integration; Case studies; Induction

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