Marketing, Informatie En Besluitvorming: Een Inter-Organisationeel Perspectief

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

working papers series