Marketing information systems, tools, techniques, and technologies all hold the promise that better market information will become available more quickly in order to make better marketing decisions. In this paper it is argued that the use of information technology applied to Marketing Information Systems can indeed help, i.e. improve marketing decisions as long as implementation is managed in the right way. This paper deals with factors determining success or failure of applying information technology to sales and marketing. It is argued that the ultimate goal of using information technology is to improve marketing and sales productivity. A conceptual framework is provided which facilitates the choice of appropriate information systems and gives guidelines for successful implementation of marketing and sales productivity measures.
In this paper it is argued that growing individualisation of consumer lifestyle and demand necessarily leads to a major change in commercial communication. Already a shift from advertising to direct marketing is noticeable. But also direct marketing has to move further into a direction of individualisation of communication with consumers. Market research base to (re)define its role within this changing environment. Market research has traditionally strong links with advertising. It is argued that market research should get closer to the direct marketing world in view of growing individulisation of consumers. Because of their skills in data collection and data-analysis market researchers are well equipped for executing Marketing Information Management, which is the basis of Marketing & Sales Productivity Systems (MSP Systems). MSP Systems are built upon a central database that holds all relevant information of clients and prospects of marketing and sales activities. Such a system help companies to cope with the communication problems related to the growing individualisation of consumer lifestyle and demand.