Research Article Open Access

Marketing Information Systems As A Driver Of An Organization’s Competitive Advantage

Abstract

In the current environment companies need to strive to increase effectiveness and speed of their decision making. Various studies show that this influences both competitive position as well as financial results of those companies, both in the long and the short term. Information systems are the key tools to facilitate progress of the organizations. This paper presents approach to structural analysis of the information gaps, information system modeling, marketing system implementation as well as verification of the achieved effects.

Bernard F. Kubiak, Michal‚ F. Kowalik

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