Presentation Details

The Fourth International Conference on Knowledge, Culture and Change in Organisations

"More Evidence Of Marketing Paradigm Shift?: The Evolution Of Marketing Information Systems Examined

Norman Brady.


The conceptualisation of the marketing information function has evolved from the statistically based "hard" marketing information systems (MKISs) of the 1970s and early 80s into the integrated "hard" and "soft" management information systems represented by CRM and knowledge management models of the late 80s and 1990s. This paper critically reviews the literature on marketing information systems and offers a comparative analysis of three broad corporate approaches to their operationalisation i.e. the MKIS, customer database management and customer relationship management (CRM). Knowledge management theory is also considered as a perspective on modern management information systems. The outcome of this analysis is a conceptual framework which attempts to synthesize these four approaches to managing information. The author draws several broad conclusions from this research: firstly, that the hard and soft MIS models which have evolved over the last three decades are now being reconfigured as integrated CRM models. Secondly, MKISs have been and are being developed from narrow functional range models to models that embrace cross-functional perspectives. Thirdly, that the key driver for these changes is the increasing management perception that customer focus needs to be embedded throughout the company as a response to the intensification of market competition and volatility. Lastly, that evolution of MISs from transactional to more relational perspectives supports the argument for a paradigm shift in marketing.

Presenters

Norman Brady  (United Kingdom)
Senior Lecturer In Marketing
Business School
University of Greenwich

The author worked in Further Education from 1984-99. Norman was Senior Lecturer in International Marketing Regents Business School London 1999-2003 and has recently joined the University of Greenwich Business School as Senior Lecturer in Marketing. Norman is currently studying for a PhD in Key Account Management

Keywords
  • Marketing Information System (MKIS), Relationship Marketing (RM)
  • Customer Relationship Management (CRM), Knowledge Management (KM)
  • Information Technology (IT)



(30 min. Conference Paper, English)