|
|
Article: Marketing information systems and strategy levels: an empirical study.
- Article from:
- Journal of Centrum Cathedra
- Article date:
- March 1, 2008
- Author:
CopyrightCOPYRIGHT 2008 Pontificia Universidad Catolica del Peru - Business Center. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Abstract
This research study develops a model that integrates marketing information systems and strategy levels and examines the application of these systems at each strategy level. To attain the first objective, the roles that the CEO or managers perform at each strategy level and the specific information systems required for each case constituted the starting point of the study. To reach the second objective, the qualitative method was applied, and the technique utilized was in-depth interviews. A sample of 30 medium- and big-size companies was utilized. This study showed, among other results, that companies do use the four marketing information systems, ...