A Strategy on the Effective Operation of Marketing Information Systems through a Global Benchmarking

글로벌벤치마킹을 통한 마케팅정보시스템의 효과적인 활용 전략

Marketing information systems become a competitive weapon that supports firms in making decisions on the operation of marketing-related activities. However, little research regarding the operating strategy of marketing information systems has been conducted in Korea. Considering that this issue has been studied in the United States, this paper conducted a global benchmarking on the operating strategy of marketing information systems between Korean and the United States firms. The result of this global benchmarking suggests recommendations on supports from three management levels, the mix of 4P, the management of marketing, data from environment, and information sources.