An investigation of marketing managers' dissatisfaction with marketing information systems
Journal
International Journal of Information Management
Journal Volume
17
Journal Issue
2
Pages
115-121
Date Issued
1997
Author(s)
Abstract
In spite of rapid advances in the technology of marketing information systems, recent studies indicate an underlying dissatisfaction with the systems on the part of marketing managers. Two potential sources of dissatisfaction include the attitudes of marketing managers towards computers and the mismatch of key information system issues between the marketing manager and those controlling the system. A survey finds that computer attitudes are not a likely explanation for the dissatisfaction. However, the same survey finds that marketing managers do not view key information systems issues in the same way as either chief executive officers or information technology managers. This mismatch between the users and those who control the strategy and development of the systems is a possible source of dissatisfaction. © 1997 Elsevier Science Ltd.
Type
journal article