A contingency model of marketing information
Abstract
Marketing information systems have usually been analysed in terms of market research, market intelligence and computerised modelling and analysis systems. Both empirical and theoretical studies are making it increasingly clear that this approach is inadequate, especially as it takes too little account of the role of organisation design methods and environmental contingencies in marketing information processing. A new approach is suggested which draws on these areas to provide guidelines for research and intervention into marketing information flows. Exploratory case studies of three diverse organisations broadly confirmed this new approach, opening the way for further empirical work.
Keywords
Citation
Wright, M. and Ashill, N. (1998), "A contingency model of marketing information", European Journal of Marketing, Vol. 32 No. 1/2, pp. 125-144. https://doi.org/10.1108/03090569810197525
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited