Daugiamatis marketingo informacinės sistemos modelis: struktūra ir funkcionavimas
Multidimensional Model of Marketing Information System: Structure and Functions

Summary/Abstract: In this article the concepts for creating marketing information systems (MkIS) are overviewed. The differences and limitations of MkIS in marketing management scientific literature and integrated software solutions are indicated. The current understanding of the marketing information systems (MkIS) has been greatly influenced by theoretical development and application of various approaches of marketing management, management information systems (MIS) and Information technologies (IT). Each of these scientific branches present different interpretation of MkIS creation, implementation. There is no concept of MkIS, which could be accepted as at least dominating in theory and practice. The goal of the article is to substantiate the theoretical assumptions, formulate the innovative concept of MkIS and to formalize it by presenting MkIS model, which could combine the positive aspects of various existing concepts for MkIS creation. The suggested model has multidimensional structure, expresssing different views of marketing management processes: logical, infomational and control. In contrast to accounting, production or other management areas, and despite to numerous attempts in scientific literature, marketing activities are highly unstructured. That creates an important gap, as MkIS can provide supplementary information support to separate marketing activities, but cannot serve to reflect or evaluate situation and development of marketing. Thus MkIS cannot conform to the general requirement of organizational information systems to create the information equivalent of the enterprise processes, or to achieve that conceptual systems were “mirror images” of the physical systems. The methods of tracking situation over time, related to strategies and their modifications, are especially needed in modern businesses, including e-marketing based. Analysis of the functional scope of MkIS, as related to theoretical backgrounds to its creation, showed, that seven main concepts can be identified by analysing MkIS structure. They were related to management IS and IT concepts. The derived concepts were evaluated for information processing in the three levels of decision making in marketing management – logical, informational and goal-seeking, and their ability to present marketing situation and dynamics of the enterprise. The conceptual analysis of MkIS helpes to present the definition of multidimensional MkIS system, implementing new functional understanding of MkIS. Multidimensional MkIS is defined as a system, created for providing information for marketing management processes (decision support, planning, control, organizing marketing activities), where the input information, describing the marketing-related phenomena, is transformed into multidimensional space, and analysed along the three dimensions. The theoretical background for making this definition operational has been the new theories of marketing

• Details
• Contents