Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/31678
Author(s): | Valente, N. Alturas, B. |
Editor: | Paulo Botelho Pires José Duarte Santos Inês Veiga Pereira Ana Isabel Torres |
Date: | 2023 |
Title: | Marketing business processes in a multinational organization: A case study of an information system implementation |
Book title/volume: | Confronting security and privacy challenges in digital marketing |
Pages: | 28 - 49 |
Reference: | Valente, N. & Alturas, B. (2023). Marketing business processes in a multinational organization: A case study of an information system implementation. In P. Pires, J. Santos, I. Pereira, & A. Torres (Eds.). Confronting security and privacy challenges in digital marketing (pp. 28-49). IGI Global. https://doi.org/10.4018/978-1-6684-8958-1.ch002 |
ISBN: | 9781668489604 |
DOI (Digital Object Identifier): | 10.4018/978-1-6684-8958-1.ch002 |
Keywords: | Sistema informático -- Information system E-mail marketing Marketing business process Marketing digital -- Digital marketing |
Abstract: | Marketing information systems, scale, scope, and functionalities have grown due to the substantial rise of new technologies such as the internet, mobile devices, and social media. This chapter aims to analyse the impact of implementing a marketing information system to manage marketing business processes in a multinational organization. Interviews were carried out with organizations using the same marketing information system. The interview structure and its questions were based on the information system’s evaluation model, which is extensively used in this area of research. The results obtained were relevant not only from a benefits analysis perspective, but also from a system quality perspective, information quality and service quality matter. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | ISTAR-CLI - Capítulos de livros internacionais |
Files in This Item:
File | Size | Format | |
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bookPart_96880.pdf | 758,33 kB | Adobe PDF | View/Open |
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