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The Strategic Role of Marketing Information Systems in Modern Business

  • Conference paper
BIS ’99

  • 134 Accesses

Abstract

In spite of the fact that the traditional approach in marketing has become obsolete, it still seems to have great potential. Unique opportunities arise from the incredible development of information technology. Together with the information explosion this development has been instrumental in fuelling the growing interest in marketing information systems (MkIS). The greatest single application of IT within marketing is the database. Database marketing constitutes the complex process of ongoing, two-way communication with the customer, affecting significantly the whole business.

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Author information

Authors and Affiliations

  1. Wroclaw Faculty of Management and Computer Science, University of Economics, Wroclaw, Poland

    Jacek Unold

Authors
  1. Jacek Unold
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Editor information

Editors and Affiliations

  1. Department of Computer Science, The Poznan University of Economics, Poland

    Witold Abramowicz (Professor) (Professor)

  2. Department of Computer Science and Electrical Engineering, The University of Queensland, Australia

    Maria E. Orlowska (Dsc, Professor) (Dsc, Professor)

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© 1999 Springer-Verlag London Limited

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Unold, J. (1999). The Strategic Role of Marketing Information Systems in Modern Business. In: Abramowicz, W., Orlowska, M.E. (eds) BIS ’99. Springer, London. https://doi.org/10.1007/978-1-4471-0875-7_9

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  • DOI: https://doi.org/10.1007/978-1-4471-0875-7_9

  • Publisher Name: Springer, London

  • Print ISBN: 978-1-85233-167-2

  • Online ISBN: 978-1-4471-0875-7

  • eBook Packages: Springer Book Archive

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