This paper describes the development of a process map of marketing as an aid to the understanding of the role of IS and its improved deployment in this important domain. Interviews were undertaken with marketing staff in organisations in order to develop the map. A second set of interviews with staff concerned with specific marketing IS developments in these organisations were also undertaken and the applications overlaid on the map in order to test its utility.
Daniel, Elizabeth; Wilson, Hugh; Ward, John; and McDonald, Malcolm, "Improved Deployment of Marketing Information Systems" (2000). AMCIS 2000 Proceedings. 266.