Daniel, Elizabeth; Wilson, Hugh; McDonald, Malcolm - In: European Journal of Marketing 37 (2003) 5/6, pp. 821-847
, which provide a unified view of the customer. However, research and practice in this domain suffer from the lack of a … commonly accepted map of the marketing process, let alone of the potential marketing IS applications which support it. This … systems. Maps synthesised from previous research were refined through seven case studies of the deployment of IS in marketing …