Research-Based Guidelines for Marketing Information Systems

Abstract

Marketing information systems (MKIS) are decision support systems focused on specific marketing decisions, providing a more efficient and effective framework for analyzing and identifying changes in the market environment. The literature review reveals that there are gaps in theoretical and empirical studies about which specific steps and best practices should be considered in MKIS implementation efforts. Is it intended to synthesize the knowledge and perceptions generated by existing MKIS studies and identify the generic and particular guidelines that can be derived from the existing body of MKIS research. A review of the literature leads the authors to a thematic synthesis that generates five core guidelines for MKIS: (1) developing, implementing, and measuring the effectiveness of the MKIS; (2) how to align the MKIS with organizational strategy and decision-making; (3) leveraging the MKIS resources in internet marketing; (4) generating and applying marketing intelligence; and, finally, (5) leveraging the benefits of the MKIS in terms of accumulating knowledge and marketing intelligence.

Consumer Marketing Strategy and E-Commerce in the Last Decade: A Literature Review

“…An integrated literature review involves thorough screening and selection of information sources to ensure validity and accuracy of the data interpreted and presented [9][10][11][12]. Therefore, this research adhered to the five scientific steps of conducting a literature review proposed by Russell [13]: formulating the question, conducting a literature search, evaluating data, analyzing data, and interpreting and presenting the results.…”

“…The database of scientific articles used was SCOPUS, the most important peer-review in the academic world. However, we acknowledge that the study has the limitation of considering only the SCOPUS database, excluding the other academic bases [9][10][11][12]. The bibliographic search includes peer-reviewed scientific articles published up to March 2021.…”

“…Consequently, 66 final sources were identified for analysis and integration in the final research report (Table 1). The 66 scientific articles are subsequently analyzed in a narrative manner to deepen the content and the possible derivation of common themes that directly answer the article's research question [9][10][11][12]. Of the 66 scientific articles selected, 50 are articles, 15 are conference papers, and one is a book chapter.…”

Pengaruh Citra Destinasi, Sistem Informasi Pemasaran Dan Kearifan Lokal Terhadap Minat Berkunjung Destinasi Wisata Gronjong Wariti Kabupaten Kediri

“…Citra destinasi adalah suatu persepsi dan kepercayaan yang dimiliki individu terkait dengan suatu objek wisata berdasarkan informasi yang diperoleh (Li et al, 2022). Sistem informasi pemasaran secara garis besar adalah kegiatan perorangan maupun organisasi untuk memudahkan dan mempercepat adanya transaksi pertukaran yang dapat memuaskan dalam suatu lingkungan yang dinamis dengan cara promosi, penetapan harga serta gagasan (Rosário, 2021). Adapun kearifan lokal adalah sebuah konsel terkait dengan citra masyarakat yang berasal dari prinsip modal yang sudah melekat dalam diri (Megawati, Hananto, Benarkah, & Juniati, 2020).…”

“…Sistem informasi pemasaran secara garis besar yakni aktivitas individu maupun organisasi untuk memberikan kemudahan serta kecepatan adanya transaksi tukar yang dapat memuaskan suatu lingkup dinamis dengan cara promosi, penetapan harga serta gagasan (Rosário, 2021). Pada bagian pemasaran, sistem informasi pemasaran digunakan untuk memperkenalkan produk baik barang atau jasa kepada masyarakat.…”