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Understanding Marketing Information Systems from the Perspective of SMEs: Reviewing the Literature

  • Canan Eryigit
Chapter
Part of the Progress in IS book series (PROIS)

Abstract

This study examines the existing literature on marketing information systems in small and medium sized enterprises (SMEs) for the period of 2002–2012 in order to identify active research area, emerging topics and gaps in the literature. We have encountered 48 empirical studies conducted on SMEs and investigated applications of information systems to marketing. In the review, studies are categorized on the bases of journal, research area, publication year, country, and research design. The categorization leads to six main research areas namely adoption, competitive strategy, e-marketing, performance outcomes, customer relationship management, and distribution strategy. Then, patterns in past research are identified and future research areas are provided.

Keywords

Marketing information systems Small and medium sized enterprises Literature review 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2014

Authors and Affiliations

  1. 1.Department of Business AdministrationHacettepe UniversityAnkaraTurkey

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