Template-Type: ReDIF-Paper 1.0
Author-Name: van Bruggen, G.H.
Author-Name-Last: van Bruggen
Author-Name-First: Gerrit
Title: Marketing, Informatie en Besluitvorming: een inter-organisationeel Perspectief
Abstract: In this paper we describe three types of applications of information
 technology in marketing. These are (1) applications that focus on
 improving the efficiency of marketing processes; (2) applications that
 focus on improving the effectiveness of marketing management; and (3)
 applications that improve the strategic position of organizations within
 a marketing channel. The application of information technology has led
 to the availability of large amounts of marketing information. Through
 the use of marketing management support systems, this information can be
 used effectively. By sharing marketing information with channel partners
 through inter-organisational information systems, information can be
 used innovatively as well.
Creation-Date: 2001-10-12
File-URL: https://repub.eur.nl/pub/341/EIA-006-MKT.pdf
File-Format: application/pdf
Series: RePEc:ems:euriar
Keywords: decision-Making, information Sharing, information technology, management support systems, marketing, marketing channels
Handle: RePEc:ems:euriar:341