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Publication Detailed Description
Marketing business processes in a multinational organization: A case study of an information system implementation
Book Title
Confronting security and privacy challenges in digital marketing
Year (definitive publication)
2023
Language
English
Country
United States of America
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Abstract
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.
Acknowledgements
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Keywords
Information system,E-mail marketing,Marketing business process,Digital marketing
Fields of Science and Technology Classification
- Computer and Information Sciences - Natural Sciences
- Economics and Business - Social Sciences
Contributions to the Sustainable Development Goals of the United Nations
With the objective to increase the research activity directed towards the achievement of the United Nations 2030 Sustainable Development Goals, the possibility of associating scientific publications with the Sustainable Development Goals is now available in Ciência-IUL. These are the Sustainable Development Goals identified by the author(s) for this publication. For more detailed information on the Sustainable Development Goals, click here.
