Reference model for a marketing information system and its application

This paper discusses the selection of business and marketing strategies and the relation of those to information technology. A reference model for a marketing model is derived on the basis of the theory of strategies and the theory of marketing information systems discussed in the paper. The empirical part of the paper describes the marketing information system defined on the basis of the theoretical model. This paper pays special attention to the potential use of the information system in the service of the entire marketing process and at various organizational levels. The system takes into account factors measuring the quality of the sales process. Speeding up and automating the processing of large masses of information on different levels of decision making in the target organization is also an important goal. This paper gives an overview of the development of the reference model, its application in the target organization and experiences of utilization of the new database marketing system.<>