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    政大機構典藏 > 商學院 > 資訊管理學系 > 期刊論文 >  Item 140.119/75938
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/75938

    Title: Marketing information systems in the top U.S. companies: A longitudinal analysis
    Authors: Li, Eldon Y.
    Contributors: 資管系
    Keywords: Marketing information systems;Marketing functions;Marketing activities;Marketing management;Computer usage;Decision support;Information technologies;Competitive advantage
    Date: 1995
    Issue Date: 2015-06-17 17:35:40 (UTC+8)
    Abstract: Marketing information system (MKIS) has been the nerve center of a marketing organization in corporate America. To measure its strengths and weaknesses, one may use its overall status in industries as a yardstick. The objective of this effort was to determine the overall status of MKISs in top U.S. companies. In order to identify the progress of MKISs, the findings of this study are compared to those of a similar study made in 1985. Apparently, MKISs today are more sophisticated than before and that MKIS usage has increased. However, many companies are not utilizing the latest information technologies and many marketing managers are not satisfied with their MKISs. The study further discusses possible reasons for the progress and recommends several actions through which the companies may shape the future of their MKISs.
    Relation: Information & Management - INFORM MANAGEMENT , vol. 28, no. 1, pp. 13-31
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1016/0378-7206(94)00030-M
    DOI: 10.1016/0378-7206(94)00030-M
    Appears in Collections:[資訊管理學系] 期刊論文

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