MkIS support for the marketing management process: perceived improvements for marketing management 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....

Number Of Words: 5331

Number Of Pages: 20

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