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Informatie technologie in marketing: een inter-organisationed perspectief

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  • G.H. Van Bruggen

Abstract

In this article we describe three types of applications of information technology in marketing. These are (1) applications that focus on improving the efficiency of marketing processes; (2) applications that focus on improving the effectiveness of marketing management; and (3) applications that improve the strategic position of organizations within a marketing channel. The application of information technology has led to the availability of large amounts of marketing information. Through the use of marketing management support systems, this information can be used effectively. By sharing marketing information with channel partners through inter-organisational information systems, information can be used innovatively as well.

Suggested Citation

  • G.H. Van Bruggen, 2002. "Informatie technologie in marketing: een inter-organisationed perspectief," Review of Business and Economic Literature, KU Leuven, Faculty of Economics and Business, Review of Business and Economic Literature, vol. 0(2), pages 131-166.
  • Handle: RePEc:ete:revbec:20020201
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    File URL: http://feb.kuleuven.be/rebel/jaargangen/2001-2010/2002/TEM2002-2/2002-2_131-166p.pdf
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