Sistemas de información de mercadotecnia utilizadas para formular estrategias en las empresas mexicanas: Un estudio exploratorio

Resultado de la investigación: Capítulo del libro/informe/acta de congresoContribución a la conferenciarevisión exhaustiva

Resumen

The objectives of this research are first to develop a model that integrates marketing information systems with the strategic taks of an enterprise; second to identify which of those information systems are used by Mexican companies to formulate their strategies. For the first objective we worked with chief executive officers or directors for each strategic level and with the information systems they used. For the second objective we used a qualitative method through in depth interviews with a sample of 30 medium and large companies in the commercial, industrial and service sectors. One of the results from this research is that companies do utilize marketing information systems but each have a different focus depending on the strategy level.

Título traducido de la contribuciónUse of a marketing information system to formulate strategies in Mexican companies
Idioma originalEspañol
Título de la publicación alojadaAssociation for Information Systems - 12th Americas Conference On Information Systems, AMCIS 2006
Páginas4186-4195
Número de páginas10
EstadoPublicada - 2006
Publicado de forma externa
Evento12th Americas Conference on Information Systems, AMCIS 2006 - Acapulco, México
Duración: 4 ago. 20066 ago. 2006

Serie de la publicación

NombreAssociation for Information Systems - 12th Americas Conference On Information Systems, AMCIS 2006
Volumen7

Conferencia

Conferencia12th Americas Conference on Information Systems, AMCIS 2006
País/TerritorioMéxico
CiudadAcapulco
Período4/08/066/08/06

Palabras clave

  • Formulation of strategies
  • Marketing information systems
  • Qualitative research
  • Strategic levels

Huella

Profundice en los temas de investigación de 'Sistemas de información de mercadotecnia utilizadas para formular estrategias en las empresas mexicanas: Un estudio exploratorio'. En conjunto forman una huella única.

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