Research-Based Guidelines for Marketing Information Systems

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