期刊名称：International Journal of Computer Science & Technology
印刷版ISSN：2229-4333
电子版ISSN：0976-8491
出版年度：2011
卷号：2
期号：3(Version 1)
出版社：Ayushmaan Technologies
摘要：Modern marketing organizations, with their focus on the Internet, exhibit different characteristics like customer service, value addition etc. To survive in highly competitive markets, companies need to be able to develop the marketing function with more comprehensive and accurate information systems to save resources in terms of time, money and efforts. A Marketing Information System (MkIS) is intended to bring together disparate items of data into a coherent body of information. An MkIS is more than raw data or information suitable for the purposes of decision making. Essentially the concept of MkIS is wide and has its impact on all the levels of management right from strategic level to supervisory level. The purpose of this study is to review the conceptual framework of Marketing Information Systems given in marketing literature. The other objectives include outlining the internal mechanism of MkIS and its other functional components, identifying the opportunities with implementing MkIS in organization. This paper also throws light on the concept of Marketing Decision Support Systems finally offering recommendations to effective implementation of MkIS.
关键词：Marketing Information Systems – MkIS - Marketing Decision;Support Systems – MDSS - Marketing Intelligence.kel
