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Valente, N. & Alturas, B. (2023). Marketing business processes in a multinational organization: A case study of an information system implementation. In Paulo Botelho Pires, José Duarte Santos, Inês Veiga Pereira, Ana Isabel Torres (Ed.), Confronting security and privacy challenges in digital marketing. (pp. 28-49).: IGI Global.

N. Valente and B. A. Alturas,  "Marketing business processes in a multinational organization: A case study of an information system implementation", in Confronting security and privacy challenges in digital marketing, Paulo Botelho Pires, José Duarte Santos, Inês Veiga Pereira, Ana Isabel Torres, Ed., IGI Global, 2023, pp. 28-49

@incollection{valente2023_1734978180819,
	author = "Valente, N. and Alturas, B.",
	title = "Marketing business processes in a multinational organization: A case study of an information system implementation",
	chapter = "",
	booktitle = "Confronting security and privacy challenges in digital marketing",
	year = "2023",
	volume = "",
	series = "",
	edition = "",
	pages = "28-28",
	publisher = "IGI Global",
	address = "",
	url = "https://www.igi-global.com/chapter/marketing-business-processes-in-a-multinational-organization/326390"
}

TY  - CHAP
TI  - Marketing business processes in a multinational organization: A case study of an information system implementation
T2  - Confronting security and privacy challenges in digital marketing
AU  - Valente, N.
AU  - Alturas, B.
PY  - 2023
SP  - 28-49
DO  - 10.4018/978-1-6684-8958-1.ch002
UR  - https://www.igi-global.com/chapter/marketing-business-processes-in-a-multinational-organization/326390
AB  - Marketing information systems, scale, scope, and functionalities have grown due to the substantial rise
of new technologies such as the internet, mobile devices, and social media. This chapter aims to analyse
the impact of implementing a marketing information system to manage marketing business processes in
a multinational organization. Interviews were carried out with organizations using the same marketing
information system. The interview structure and its questions were based on the information system’s
evaluation model, which is extensively used in this area of research. The results obtained were relevant
not only from a benefits analysis perspective, but also from a system quality perspective, information
quality and service quality matter.
ER  -