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 [MIS] technical support, d) The Marketing Information System compatibility, and lastly e) The Marketing Information System flexibility, on the effectiveness of Marketing Information System was 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.
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