Abstract:
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.
Research Papers
Branding in business-to-business markets
Catalogue: Seminar 1994: Building Successful Brands
Authors: Serge Dimitriadis, Jean Bidault
 
June 15, 1994
Research Papers
The role of the salesforce in strategic marketing
Catalogue: Seminar 1992: Business To Business Marketing
Authors: David Brant, David Smith
Company: DVL Smith Ltd
June 15, 1992
