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Marketing Information Systems As A Driver Of An Organization’s Competitive Advantage

Author

Listed:
  • F. Kubiak, Bernard

    (University of Gdańsk)

  • F. Kowalik, Michał

    (University of Gdańsk)

Abstract

In the current environment companies need to strive to increase effectiveness and speed of their decision making. Various studies show that this influences both competitive position as well as financial results of those companies, both in the long and the short term. Information systems are the key tools to facilitate progress of the organizations. This paper presents approach to structural analysis of the information gaps, information system modeling, marketing system implementation as well as verification of the achieved effects.

Suggested Citation

  • F. Kubiak, Bernard & F. Kowalik, Michał, 2010. "Marketing Information Systems As A Driver Of An Organization’s Competitive Advantage," Journal of Internet Banking and Commerce, , vol. 15(3), pages 01-10, December.
    • Handle: RePEc:ris:joibac:0448
    as

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    More about this item

    Keywords

    Decision making; Information systems; Marketing; Competitive advantage; Marketing information system; Modeling; Team collaboration;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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