Uso de tecnología de información para el diseño de estrategias de marketing

Abstract

The application of computers and electronic means has revolutionised corporate management. This article deals with data bases, computerised networks and the marketing information system, not from a technical, but from a methodological point of view, insisting on its design, usefulness and applications. The article also explains the reasons that progressively compel organisations to develop data-base technology: growth, market complexity, consumer heterogeneity and multiple product/market combinations are only some examples thereof. Marketing Information Systems are set up to store data on macro and micro-environment variables and the flow of communication within organisations. Data processing networks are an essential tool if we are to improve the quality of service procedures as proposed in the SERVQUAL model and its subsequent modifications.