Abstract

http://ssrn.com/abstract=1098570
 


 



Marketing, Informatie En Besluitvorming: Een Inter-Organisationeel Perspectief


G.H. van Bruggen


Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM)

December 2001, 10

ERIM Report Series Reference No. EIA-2001-006-MKT

Abstract:     
Rede, in verkorte vorm uitgesproken bij de aanvaarding van het ambt van hoogleraar Marketing aan de Faculteit der Bedrijfskunde van de Erasmus Universiteit Rotterdam op 12 oktober 2001
In this paper we describe three types of applications of information technology in marketing. These are (1) applications that focus on improving the efficiency of marketing processes; (2) applications that focus on improving the effectiveness of marketing management; and (3) applications that improve the strategic position of organizations within a marketing channel. The application of information technology has led to the availability of large amounts of marketing information. Through the use of marketing management support systems, this information can be used effectively. By sharing marketing information with channel partners through inter-organisational information systems, information can be used innovatively as well.

Number of Pages in PDF File: 41

Keywords: marketing, information technology, decision-Making, management support systems, information Sharing, marketing channels

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Date posted: February 28, 2008  

Suggested Citation

Bruggen, G.H. van, Marketing, Informatie En Besluitvorming: Een Inter-Organisationeel Perspectief (December 2001, 10). ERIM Report Series Reference No. EIA-2001-006-MKT. Available at SSRN: http://ssrn.com/abstract=1098570

Contact Information

Gerrit H. Van Bruggen (Contact Author)
Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )
P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands
+31 10 408 2258 (Phone)
+31 10 408 9011 (Fax)
Erasmus Research Institute of Management (ERIM)
P.O. Box 1738
3000 DR Rotterdam
Netherlands
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