In 1991, for the first time in history, aggregated IT&C investments of US companies exceeded their investments in industrial goods and infrastructure. This moment is considered a turning point of capitalist economy, which marks the transformation of Industrial Society into Information Society. Computers and communication equipment at large constitute the basis of this new economy, therefore modern organizational marketing departments need to adapt by developing marketing information systems, employed for current tasks support as well as strategic marketing planning. Nevertheless, many organizations place marketing information systems on a low priority level, which leads to their failure to leverage these new tools into significant competitive advantages. Furthermore, for some organizations this approach leads to negative contributions and losses in efficiency.
This book features a series of marketing information systems evaluation tools, techniques and principles, which ultimately aim at improving the odds of successful implementations and productivity, for the benefit of all organizational stakeholders.