The strategic orientation of marketing information systems – an empirical study

Previous research suggests that most of the applications of marketing information systems (MkIS) appear to support marketing routine function rather than marketing strategic function. By conducting a survey of 55 UK marketing managers in computer and financial industries, this study examines the current practice of the strategic function of marketing, and the application of information systems in supporting the strategic function. Reveals that the strategic function of marketing has been perceived important by marketing managers, and many companies perform some of the strategic functions, such as market segmentation/targeting, competition and market analysis. Yet, the application of MkIS does not keep abreast with the current practice of marketing strategic function. Suggests that a knowledge‐enriched, strategic oriented MkIS with an emphasis on environmental scanning, competition mapping, market positioning, and SWOT analysis needs to be developed through advanced computing technology.