IS-Marketing Alignment: Its Impacts on Marketing Performance and on Business Performance.
Val A. HooperSid L. HuffPeter C. ThirkellPublished in: ECIS (2007)
Keyphrases
- customer relationship management
- consumer behavior
- telecommunications industry
- data mining
- decision making
- direct marketing
- customer behavior
- return on investment
- financial services
- data mining technology
- online marketing
- marketing strategies
- small and medium sized
- database marketing
- customer support
- website
- cross selling
- internet marketing
- internet advertising
- electronic commerce
- social media
- marketing campaigns
- long term
- success stories
- information systems
- short and long term
- search engine marketing
- high tech
- business applications
- customer service
- competitive advantage
- business intelligence
- customer retention