Sääksjärvi, Markku V.T.; Talvinen, Jari M. - In: European Journal of Marketing 27 (1993) 1, pp. 64-80
In marketing literature the popular and commonly used concept of marketing information systems (MkIS) seems to be based on an assumption that, in order to improve the effectiveness of marketing, the MkIS must be the integrated totality of its major components. Separates the concept of functional...