Marketing Information Systems: A Marriage Of Systems Analysis And Marketing Management

Abstract

Synergy between information systems and marketing has stimulated interest in marketing information systems (MKIS) as a major marketing management tool. However, educators, researchers and managers are only beginning to define this field systematically. This paper reviews related literature from marketing, management and information sciences to develop a definition of marketing information systems and a model process for MKIS development. Special attention is paid to the role of marketing professionals in the development process.