Marketing on the Internet

Paper Summary:

Management Information Systems (MIS) provide corporations with a continuous flow of information through a computer-based system. They organize information that is relevant to their specific decisions and areas of responsibility. The paper shows that the advent and development of the internet and the World Wide Web, has widened the scope of MIS considerably, in numerous ways. From a marketing perspective, researchers use management information systems and tools to logically coordinate and strategically respond to an overwhelming amount of data. The paper shows that by utilizing Management Information Systems tied to the internet and the corporate structure, companies can create a "living" nerve center that continually monitors the market place and provides instantaneous information that assists researchers in responding to changing market conditions and customer demand. The paper concludes that in effect, Management Information Systems built around the internet are changing the way corporations strategize and implement their internal and external marketing efforts.

From the Paper:

"Internet now figures prominently as a corporate database resource for marketing purposes. Firms look up online data that provides enormous amounts of information ranging from census statistics to the addresses of potential buyers or customers who have entered company names (of the firm or its competitors) for their own user-searches at Internet portals such as ComFind.com. Some corporations also subscribe to commercial services that provide fee-for-service databases on the Internet on particular topics. Besides broad-based databases available through fee-based services such as Prodigy, CompuServe, and AmericaOnline, companies can access specialized databases geared toward particular industries and functions. Marketing research firms including A.C. Neilsen and DataGeneral store consumer data in commercially available databases that firms can subscribe to."

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