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Marketing, Informatie en Besluitvorming: een inter-organisationeel Perspectief

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  • van Bruggen, G.H.

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.

Suggested Citation

  • van Bruggen, G.H., 2001. "Marketing, Informatie en Besluitvorming: een inter-organisationeel Perspectief," ERIM Inaugural Address Series Research in Management 341, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam..
    • Handle: RePEc:ems:euriar:341
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    1. Ivankina, Elena & Bogomolny, Evgeny & Kosareva, Elena & Lischenko, Vitaly, "undated". "Adaptation of the International Experience in Regulating the Real Estate Market in Modern Russia," Published Papers nvg141, Russian Presidential Academy of National Economy and Public Administration.

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    Keywords

    decision-Making; information Sharing; information technology; management support systems; marketing; marketing channels;
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