Marketing Information Systems

Information Technology (IT) has revolutionized different functional areas of modern organizations. A study on working of Marketing Information Systems (MKIS) is naturally a value addition exercise in the process of systematizing and documentation of Industry practices in India. It is tried to explore the effectiveness of the MKIS in terms of Information Quality. Decision Support and User Confidence and Satisfaction. It is also examined the aspects like Design Technology Effectiveness. Functional Effectiveness, Change Effectiveness User Friendliness, Cost Effectiveness and System Management perspective.