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Information systems in marketing: Identifying opportunities for new applications

Jari M. Talvinen (Helsinki School of Economics and Business Administration, Helsinki, Finland)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 January 1995



Analyses traditional management marketing information systems (MkIS) as well as the more operational day‐to‐day sales and marketing process‐oriented MkIS, by the type of use and organizational position of users. Presents a framework relating MkIS to other organizational IS, based on marketing management processes which facilitate the search for new applications and opportunities for redesigning marketing and other management processes in a more innovative way using modern information technology. Describes in more depth the functionality and information content of MkIS sub‐systems and marketing– and management‐related organizational IS in order to make the framework useful and applicable for practitioners.



Talvinen, J.M. (1995), "Information systems in marketing: Identifying opportunities for new applications", European Journal of Marketing, Vol. 29 No. 1, pp. 8-26.




Copyright © 1995, MCB UP Limited

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