Digital marketing: Case study of an information system implementation to manage marketing business processes in a multinational organization

• Autor(a) principal: Valente, Nuno Vicente Gonçalves
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/22218
• topic: Digital marketing; Information system; Marketing business processes; Marketing digital; Sistema de informação; Processos de gestão de marketing; Consumidor -- Consumer

Although, marketing information systems are not new, its scale, scope and functionalities have grown due to the substantial growth of new technologies such as internet, mobile devices and social media. The online interactions between consumers and brands determines the need for more efficient marketing campaigns and communications, challenging the traditional manner to reach consumers and nurture their relationship. Thus, the present study aims to analyse the impact of implementing a marketing information system to manage marketing business processes in a multinational organization and more specifically with regards to its marketing department. Two organizations using same platform to manage marketing business processes were subject of this study, a few interviews were carried out to its users. The interview structure and its questions were based on an information’s systems evaluation model which is extensively used in this area of research. The interview answers were analysing using a platform which find relationships between words within text analysis. So, those relationships between words supported the analysis and comparisons of benefits recognized by the users who make use of this very same platform to run marketing processes. The obtained results are relevant, not only from benefits analysis perspective, but also from a service quality, information quality and system quality perspective.