Digital marketing: Case study of an information system implementation to manage

Palavras-Chave:
Marketing digital, sistemas de informação, processos de gestão de 
marketing, consumidores 
 

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Digital marketing: Case study of an information system implementation to manage marketing business processes in a 
multinational organization 
iv 
Abstract 
Although, marketing information systems are not new, its scale, scope and 
functionalities have grown due to the substantial growth of new technologies such as 
internet, mobile devices and social media. The online interactions between consumers 
and brands determines the need for more efficient marketing campaigns and 
communications, challenging the traditional manner to reach consumers and nurture their 
relationship. Thus, the present study aims to analyse the impact of implementing a 
marketing information system to manage marketing business processes in a multinational 
organization and more specifically with regards to its marketing department. Two 
organizations using same platform to manage marketing business processes were subject 
of this study, a few interviews were carried out to its users. The interview structure and 
its questions were based on an information’s systems evaluation model which is 
extensively used in this area of research. The interview answers were analysing using a 
platform which find relationships between words within text analysis. So, those 
relationships between words supported the analysis and comparisons of benefits 
recognized by the users who make use of this very same platform to run marketing 
processes. The obtained results are relevant, not only from benefits analysis perspective, 
but also from a service quality, information quality and system quality perspective. 
Keywords:
Digital marketing, information system, marketing business processes, 
consumers. 
 

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Digital marketing: Case study of an information system implementation to manage marketing business processes in a 
multinational organization 
v 
Index 
Aknowledgements ............................................................................................................. ii
 
Resumo ............................................................................................................................. iii
 
Abstract ............................................................................................................................. iv
 
Index .................................................................................................................................. v
 
Tables index..................................................................................................................... vii
 
Figures index .................................................................................................................. viii
 
List of abbreviations ........................................................................................................ ix