Marketing information systems in small companies

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 1997-09-01 DOI:10.4018/IRMJ.1997010102

Eldon Y. Li

引用次数: 33

Abstract

For the past few years, many small businesses in the U.S. have gone under and many others have downsized their operations. In order to survive, a small business must do its best to improve its competitive edge. To do so, one applaudable way is to establish and utilize the marketing information system MKIS. The MKIS has been known to create competitive advantage for companies in various industries. This study surveys 1000 small U.S. companies to explore their overall status of MKIS usage. Generally speaking, small firms are not utilizing as much of the MKIS as the larger firms. They are not fully exploiting the latest information technologies to create competitive advantages. Many marketing managers in the firms are not satisfied with their MKISs. As the global market becomes increasingly competitive, it is vital to small firms to improve their MKIS usage in the near future. Otherwise, many of them are likely to go under in the next wave of economic recession

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小公司的营销信息系统

在过去的几年里，美国许多小企业都倒闭了，还有许多小企业缩减了业务规模。为了生存，小企业必须尽最大努力提高竞争优势。要做到这一点，一个值得称赞的方法是建立和利用营销信息系统MKIS。MKIS被认为可以为各行各业的企业创造竞争优势。本研究调查了1000家小型美国公司，以探索他们使用MKIS的整体状况。一般来说，小公司不像大公司那样利用MKIS。他们没有充分利用最新的信息技术来创造竞争优势。公司的许多营销经理对他们的MKISs不满意。随着全球市场竞争日益激烈，在不久的将来，小型公司改善其MKIS的使用是至关重要的。否则，他们中的许多人很可能在下一波经济衰退中破产

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.