Globální architektura marketingových informačních systémů

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F07%3A00110703" target="_blank" >RIV/62156489:43110/07:00110703 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Global architecture of marketing information systems

Popis výsledku v původním jazyce

The paper is focused on study of information systems that can be applied in the process of marketing planning. General terms from information systems theory are examined from marketing perspective, particular examples of marketing activities support areidentified on the basis of literature review and global structure of the Marketing Information System (MkIS) is proposed. The main subsystems of MkIS - internal reporting system, marketing intelligence system, marketing research system, and decision support system are discussed in higher level of detail. The main attention is paid not only to supported marketing processes but also to technologies that can be used in individual parts of MkIS. The result is the architecture that integrates isolated marketing applications into one comprehensible framework. This architecture also creates a framework for following research in the field of marketing activities support.

Název v anglickém jazyce

Global architecture of marketing information systems

Popis výsledku anglicky

The paper is focused on study of information systems that can be applied in the process of marketing planning. General terms from information systems theory are examined from marketing perspective, particular examples of marketing activities support areidentified on the basis of literature review and global structure of the Marketing Information System (MkIS) is proposed. The main subsystems of MkIS - internal reporting system, marketing intelligence system, marketing research system, and decision support system are discussed in higher level of detail. The main attention is paid not only to supported marketing processes but also to technologies that can be used in individual parts of MkIS. The result is the architecture that integrates isolated marketing applications into one comprehensible framework. This architecture also creates a framework for following research in the field of marketing activities support.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

IN - Informatika

OECD FORD obor

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Projekt

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Návaznosti

Z - Vyzkumny zamer (s odkazem do CEZ)

Rok uplatnění

2007

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Agricultural Economics

ISSN

0139-570X

e-ISSN

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Svazek periodika

52

Číslo periodika v rámci svazku

9

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

9

Strana od-do

432-440

Kód UT WoS článku

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EID výsledku v databázi Scopus

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