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management process: perceived improvements for marketing management Evaluates which information included in Marketing Information Systems (MkIS) has been important in providing support for the marketing management process. Also analyses what improvements in marke ....

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.... different steps in the marketing management process and also sub-systems to support sales activities directly, although still allowing technical and functional integration when needed. According to marketing managers surveyed, those who invested in more sophisticated MkIS sub-systems such as direct mailing and telemarketing systems, have achieved good results in implementing and controlling their marketing efforts. Later discusses the opportunities for these types of operational MkIS sub-systems. Content Indicators: Readability**, Practice Implications**, Originality*, Research Implications* Acknowledgements The authors are deeply grateful to Prof ....