Marketing Information Systems and Strategy Levels: An Empirical Study

Abstract

This research study develops a model that integrates marketing information systems and strategy levels and examines the application of these systems at each strategy level. To attain the first objective, the roles that the CEO or managers perform at each strategy level and the specific information systems required for each case constituted the starting point of the study. To reach the second objective, the qualitative method was applied, and the technique utilized was in-depth interviews. A sample of 30 medium- and big-size companies was utilized. This study showed, among other results, that companies do use the four marketing information systems, although with a different emphasis, depending on the strategy level.