Marketing information systems in the top U.S. companies: A longitudinal analysis

Abstract

Marketing information system (MKIS) has been the nerve center of a marketing organization in corporate America. To measure its strengths and weaknesses, one may use its overall status in industries as a yardstick. The objective of this effort was to determine the overall status of MKISs in top U.S. companies. In order to identify the progress of MKISs, the findings of this study are compared to those of a similar study made in 1985. Apparently, MKISs today are more sophisticated than before and that MKIS usage has increased. However, many companies are not utilizing the latest information technologies and many marketing managers are not satisfied with their MKISs. The study further discusses possible reasons for the progress and recommends several actions through which the companies may shape the future of their MKISs.