A Study on the Internet-based Marketing Information System

摘要

Advanced Internet technologies show a great potential for information acquisition, dissemination and exploitation, all of which are the essential processes of a marketing information system (MKIS). This paper proposes a framework of an Internet-based marketing information system (IMKIS), in which the Internet enhances both the efficiency and effectiveness of online MKIS and ultimately helps improve business performance greatly. Several managerial implications are also presented for marketing practitioners.