MkIS Support For The Marketing

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when needed. According to marketing managers surveyed, those who invested in more sophisticated MkIS sub-systems such as direct mailing and telemarketing systems, have achieved good results in implementing and controlling their marketing efforts. Later discusses the opportunities for these types of operational MkIS sub-systems.
Content Indicators: Readability**, Practice Implications**, Originality*, Research Implications*
Acknowledgements
The authors are deeply grateful to Professor Markku S��ksj�rvi of the Helsinki School of Economics and Business Administration for his invaluable support and critique in this endeavour.
Introduction
More and more, companies are faced with the need to control an ever larger and rapidly changing marketing environment. The information processing requirements of companies are expanding as their competitive environment becomes more dynamic and volatile (Child, 1987). To handle the increasing external and internal information flow and to ...

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designed around business processes rather than functional hierarchies (Rockart and Short, 1989) and we will face the need for new kinds of IS in marketing. In fact, IS will be the cornerstone of new approaches to marketing. Management and systems designers should therefore be better aware of the avenues available to integrate marketing and management processes in new innovative ways.
The objectives of this empirical survey among Finnish wholesale companies are threefold. First, we evaluate which information included in marketing information systems (MkIS) has been important in providing support for the marketing management process. Second, we analyse what improvements in marketing and ...

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