Integration and Effectiveness of Marketing Information Systems

Abstract

In marketing literature the popular and commonly used concept of marketing information systems (MkIS) seems to be based on an assumption that, in order to improve the effectiveness of marketing, the MkIS must be the integrated totality of its major components. Separates the concept of functional integration of marketing activities from the technical integration of the components of marketing information systems, and argues that technical integration alone is not enough for marketing organizations to improve effectiveness. Based on analysis of the relationship between the breadth of usage, and perceived effectiveness of marketing, it was evident that both technical and functional integration are vital in the context of marketing information systems. From the effectiveness point of view, functional integration of MkIS seems to be even more important, and systems designers should be better aware of ways to integrate the marketing work processes in new, innovative ways.