Marketing information system efficiency: calculation approach

Abstract

IT costs of any company operating on a competitive market are increasing rapidly. In fact, any business process in the process landscape has now its own IT system. Marketing is the same. Still, marketing processes are external processes, sometimes it appears to be very hard to defi ne the effi ciency of automation. For this reason it could appear to meaningful if we try to assess the effi ciency of the marketing informational landscape through the vision of the Marketing Information System.