TY  - JOUR
AB  - Evaluates which information included in Marketing Information
Systems (MkIS) has been important in providing support for the marketing
management process. Also analyses what improvements in marketing and
sales have been realized by implementing MkIS to support the marketing
management process. Furthermore, investigates, in more detail, what
operational MkIS sub‐systems have contributed to improved effectiveness
for implementing and controlling marketing efforts. The results of a
survey of 50 Finnish wholesale companies showed that MkIS have supported
marketing management in all complementary steps of the marketing
management process. Information that is perceived to be useful for the
different steps of this process, however, varies. The perceived
improvements of studied MkIS usage were higher in marketing than sales
tasks. These findings indicated that instead of one MkIS, organizations
would be better advised to develop MkIS sub‐systems to support the
different steps in the marketing management process and also sub‐systems
to support sales activities directly, although still allowing technical
and functional integration when needed. According to marketing managers
surveyed, those who invested in more sophisticated MkIS sub‐systems such
as direct mailing and telemarketing systems, have achieved good results
in implementing and controlling their marketing efforts. Later discusses
the opportunities for these types of operational MkIS sub‐systems.
VL  - 13
IS  - 1
SN  - 0263-4503
DO  - 10.1108/02634509510079342
UR  - https://doi.org/10.1108/02634509510079342
AU  - Talvinen Jari M.
AU  - Saarinen Timo
PY  - 1995
Y1  - 1995/01/01
TI  - MkIS support for the marketing management process:: perceived
improvements for marketing management
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 18
EP  - 27
Y2  - 2024/09/26
ER  -