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.