Measuring the effectiveness of marketing information systems: An empirically validated instrument

Marketing Intelligence and Planning

Volumn 25, Issue 6, 2007, Pages 612-631

  Gounaris, Spiros P ^a   Panigyrakis, George G ^a   Chatzipanagiotou, Kalliopi C ^a  

^a ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS   (Greece)

Author keywords

Effectiveness; Greece; Hotels; Marketing information systems; Measuring instruments

Indexed keywords

EID: 34848881673     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634500710819978     Document Type: Article

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