Gounaris, Spiros P.; Panigyrakis, George G.; … - In: Marketing Intelligence & Planning 25 (2007) 6, pp. 612-631
Purpose – To design and empirically validate an instrument for measuring the effectiveness of a marketing intelligence system (MkIS). Design/methodology/approach – A thorough review of the literature of IS in general and MkIS in particular was the foundation for a new conceptualisation of...