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Global architecture of marketing information systems - Scientific Information

Author

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  • F. Dařena

    (Mendel University of Agriculture and Forestry, Brno, Czech Republic)

Abstract

The paper is focused on study of information systems that can be applied in the process of marketing planning. General terms from information systems theory are examined from marketing perspective, particular examples of marketing activities support are identified on the basis of literature review and global structure of the Marketing Information System (MkIS) is proposed. The main subsystems of MkIS - internal reporting system, marketing intelligence system, marketing research system, and decision support system are discussed in higher level of detail. The main attention is paid not only to supported marketing processes but also to technologies that can be used in individual parts of MkIS. The result is the architecture that integrates isolated marketing applications into one comprehensible framework. This architecture also creates a framework for following research in the field of marketing activities support.

Suggested Citation

  • F. Dařena, 2007. "Global architecture of marketing information systems - Scientific Information," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 53(9), pages 432-440.
    • Handle: RePEc:caa:jnlage:v:53:y:2007:i:9:id:625-agricecon
    DOI: 10.17221/625-AGRICECON
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    References listed on IDEAS

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    1. Berend Wierenga & Gerrit H. Van Bruggen & Richard Staelin, 1999. "The Success of Marketing Management Support Systems," Marketing Science, INFORMS, vol. 18(3), pages 196-207.
    2. Antonio LORENZON & Peter J. VAN BAALEN & Luciano PILOTTI, 2005. "Marketing Knowledge Management in strategic adoption of a CRM solutions: global supports and applications in Europe," Departmental Working Papers 2005-03, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
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