PAZARLAMA BİLGİ SİSTEMİNDEKİ GELİŞMELER IŞIĞINDA TANIMLANABİLECEK YENİ ROLLER

Özet

Rapid developments in information technologies have resulted in dramatic changes in marketing information systems. Management information systems integrating all off the functions of a business have created integrated marketing information systems. It is claimed that this situation has a great impact on the roles of marketing mix. Increasing importance of marketing information system as an important part of the whole business system causes to approach traditional marketing mix in a different way. Both in technological and functional manners marketing information systems are included as a decision parameter to the traditional marketing mix.