Abstract
Based on empirical data, the impact of five specific variables, namely: a) system quality; b) information quality, c) quality of the Marketing Information System (MrKIS) technical support, d) the MrkIS compatibility, and lastly (e) the MrkIS flexibility, on the effectiveness of MrkIS were investigated. The effectiveness measurement is based on the Competing Value Model (CVM) model which allows the definition of effectiveness on four basic dimensions. The results define the positive impact of these factors on the several dimensions of the effectiveness. Implications for practice, study limitations, and directions for future research are discussed.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
