Research-Based Guidelines for Marketing Information Systems

Albérico Travassos Rosário

doi:10.4018/ijbsa.20210101.oa1

Albérico Travassos Rosário

Open Access

https://doi.org/10.4018/ijbsa.20210101.oa1

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Abstract

Marketing information systems (MKIS) are decision support systems focused on specific marketing decisions, providing a more efficient and effective framework for analyzing and identifying changes in the market environment. The literature review reveals that there are gaps in theoretical and empirical studies about which specific steps and best practices should be considered in MKIS implementation efforts. Is it intended to synthesize the knowledge and perceptions generated by existing MKIS studies and identify the generic and particular guidelines that can be derived from the existing body of MKIS research. A review of the literature leads the authors to a thematic synthesis that generates five core guidelines for MKIS: (1) developing, implementing, and measuring the effectiveness of the MKIS; (2) how to align the MKIS with organizational strategy and decision-making; (3) leveraging the MKIS resources in internet marketing; (4) generating and applying marketing intelligence; and, finally, (5) leveraging the benefits of the MKIS in terms of accumulating knowledge and marketing intelligence.

Highlights

Marketing information systems (MKIS) have constituted a focal theme in academic and practitioner research for well over five decades
The extant body of literature on marketing information systems is robust. Despite this abundance of knowledge, there appears to a glaring gap in the studies that seek to generate guidelines that contemporary firms can utilize to better implement their MKIS and realize the substantial benefits posited within the available literature
The main conclusions of the study conclude that companies are better prepared in the development, implementation and measurement of the MKIS, contributing to an analysis of the client, providing an efficient response and providing the company with conditions of adaptability in the market

Summary

INTRODUCTION

Marketing information systems (MKIS) have constituted a focal theme in academic and practitioner research for well over five decades. The researchers develop a questionnaire based on an extensive review of marketing literature and apply it to collect and analyze data requisite for answering two research questions including, firstly, the level of firms’ use of MKIS, expert systems (ES), and decision support systems (DSS); and, secondly, the degree of each system’s application to specific marketing activities. The GIS technology works for all firms but more those that are seeking a mechanism to integrate analyses of their internal and external marketing intelligence data both in a format suited to marketing decision making; and to greatly improve the effectiveness of these marketing decisions (Hess et al, 2004) Another broadening and developing group of studies dealing with the research topic on the implications of MKIS for contemporary businesses consists of those that focus on the question of the role of MKIS in marketing and advertising in the age of the Internet. Each of the areas aforementioned demands specific attention by firms evaluating or considering adopting MKIS

Findings

DISCUSSION

CONCLUSION