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MkIS Support For The Marketing
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management process: perceived improvements for marketing management
Evaluates which information included in Marketing Information Systems (MkIS) has been important in providing support for the marketing management process. Also analyses what improvements in marketing and sales have been realized by implementing MkIS to support the marketing manag ....
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....types of operational MkIS sub-systems.
Content Indicators: Readability**, Practice Implications**, Originality*, Research Implications*
Acknowledgements
The authors are deeply grateful to Professor Markku Sääksjärvi of the Helsinki School of Economics and Business Administration for his invaluable support and critique in this endeavour.
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