Wykorzystanie technologii informacyjnych w procesie zarządzania marketingowego przedsiębiorstw funkcjonujących na rynku krajowym i międzynarodowym
The Application of Modern IT Systems in Marketing Management – the Case of Companies Operating in the Domestic and International Markets

Summary/Abstract: The paper presents a general overview of marketing information systems applied by international companies as compared with businesses which mainly operate on their home markets. I describe the evolution of marketing information systems and present the results of empirical studies on the extent to which information technologies are applied to support marketing activities. The publication is based on the results of a Polish national survey with the use of electronic questionnaires, conducted by the Marketing Department of Cracow University of Economics from 4 July to 5 September 2008 on a random sample of 1,128 companies with Internet access.

• Details
• Contents