Abstract

This chapter is an extended research work showing the role of applications of Information Systems (IS) and importance of data security in Marketing Management. This research focuses on the application of Decision Support Systems (DSS) models of what-if analysis (WIA) for customer relationship management (CRM) at Analysis, Operational and Directional (AOD) level and also shows the dependence on the Information Success model (ISM). The second part of the chapter shows the role of data security in the growth of marketing for the companies. Hypothetical data are analyzed for (AOD) by three types of (WIA) to attain CRM and profit maximization. The results show that the analytical method based on the concepts of DSS can be used by all customer-oriented firms as a general model for achieving CRM and data security is a key to success for all firms.

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