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Girard  (p. 9-22)
Cooper (p. 23-32)
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Coulmas-Law (p.42-46)
Stasio (p. 47-56)
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An Investigation of Factors Affecting Marketing Information Systems’ Use

Author(s): Farnoosh Khodakarami, Yolande E. Chan

Citation: Farnoosh Khodakarami, Yolande E. Chan, (2013) "An Investigation of Factors Affecting Marketing Information Systems’ Use," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 2, pp. 115 - 121

Article Type: Research paper

Publisher: North American Business Press


Using an exploratory case study approach, this article examines factors that contribute to effective use of
marketing information systems. Research results indicate that system integration, flexibility, and ease of
learning are important measures of system quality that affect the use of marketing information systems
and user satisfaction. Availability of customer information and use of appropriate formats for presenting
information significantly impact user satisfaction. For marketing information systems to be effective, they
should meet the information processing requirements of the organization and be aligned with broader
organizational systems and strategies.