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Towards a map of marketing information systems: an inductive study

Elizabeth Daniel (Information Systems Research Centre, Cranfield School of Management, Cranfield, UK)
Hugh Wilson (Marketing and Logistics Group, Cranfield School of Management, UK)
Malcolm McDonald (Marketing and Logistics Group, Cranfield School of Management, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 June 2003

5458

Abstract

The use of information systems (IS) in marketing is maturing, as previous piecemeal systems are replaced by CRM suites, which provide a unified view of the customer. However, research and practice in this domain suffer from the lack of a commonly accepted map of the marketing process, let alone of the potential marketing IS applications which support it. This paper describes an inductively derived process map of marketing, which is used as a basis for a map of marketing information systems. Maps synthesised from previous research were refined through seven case studies of the deployment of IS in marketing, using the analytic induction approach. The marketing map includes a revised definition of the sales process, a scoping of the role of integrated marketing communications, and a redefinition of the relationship between marketing and the other elements of Porter's value chain. Several implications of the IS map which overlays it are discussed.

Keywords

Citation

Daniel, E., Wilson, H. and McDonald, M. (2003), "Towards a map of marketing information systems: an inductive study", European Journal of Marketing, Vol. 37 No. 5/6, pp. 821-847. https://doi.org/10.1108/03090560310465161

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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