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

Canan Eryigit ()
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Canan Eryigit: Hacettepe University

A chapter in Information Systems for Small and Medium-sized Enterprises, 2014, pp 229-244 from Springer

Abstract: 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 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-642-38244-4_12

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DOI: 10.1007/978-3-642-38244-4_12

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