Information system (IS) is a planned as well as
effective process or methods of collecting, analyzing and managing data in
order to offer useful information. This model makes marketers have broad views
on marketing. I think the main parts are ERP, CRM System, Data Warehouse and
Operational EIS. ERP is to integrate the resources of corporations; for
instance, combining logistics, service and finance with human resource as an
integration of management systems. CRM is to improve fields of marketing and
customer service automatically, which is an integration system that relates to
customers. Data Warehouse means through different database, it is allowed to
collect customer-related information in order to integrate information of
interacting with customers. As a result, marketers should know how to use the
advantages of Data Warehouse for developing customer loyalty in order to
increase profits. This model combines seven similar but individual cases, and
becomes an organized system for the
purpose of offering a complete method of marketing.
source:Daniel, E., Wilson, H. and McDonald, M. (2003) "Towards a map of marketing information systems: an inductive study" European Journal of Marketing Vol.37 No.5/6
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