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Understanding Marketing Information Systems from the Perspective of SMEs: Reviewing the Literature

In: Information Systems for Small and Medium-sized Enterprises

Author

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  • Canan Eryigit

    (Hacettepe University)

Abstract

This study examines the existing literature on marketing information systems in small and medium sized enterprises (SMEs) for the period of 2002–2012 in order to identify active research area, emerging topics and gaps in the literature. We have encountered 48 empirical studies conducted on SMEs and investigated applications of information systems to marketing. In the review, studies are categorized on the bases of journal, research area, publication year, country, and research design. The categorization leads to six main research areas namely adoption, competitive strategy, e-marketing, performance outcomes, customer relationship management, and distribution strategy. Then, patterns in past research are identified and future research areas are provided.

Suggested Citation

  • Canan Eryigit, 2014. "Understanding Marketing Information Systems from the Perspective of SMEs: Reviewing the Literature," Progress in IS, in: Jan Devos & Hendrik Landeghem & Dirk Deschoolmeester (ed.), Information Systems for Small and Medium-sized Enterprises, edition 127, pages 229-244, Springer.
    • Handle: RePEc:spr:prochp:978-3-642-38244-4_12
    DOI: 10.1007/978-3-642-38244-4_12
    as

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