Pervasive Marketing Intelligence

DOI

10.2991/cisia-15.2015.144How to use a DOI?

Keywords

business intelligence systems; pervasive business intelligence; marketing intelligence; pervasive marketing intelligence; delphi method

Abstract

In the absence of sufficient and useful literature in the area of Marketing Intelligence Systems (MKTi), this study seeks to propose and infers aMKTi conceptual framework, through consensus, of a group of information systems (IS) and Marketing system experts. This research assumes that expert opinion can be of significant value in situations where knowledge or theory is incomplete, as in the case of MTKi systems in a Pervasive Business Intelligence (PBI) context. The Delphi method is used to conduct this study; this method is particularly suitable for this research situation where personal contact is not desirable among participants, annihilating the existence of opinion leaders, and ensuring democratic participation. This paper intends to take that first step in filling a gap in the MKTi, by proposing a conceptual framework for Marketing Intelligence systems in the context of PBI systems.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - T Guarda
AU  - M. F Santos
AU  - F. M Pinto
PY  - 2015/06
DA  - 2015/06
TI  - Pervasive Marketing Intelligence
BT  - Proceedings of the International Conference on Computer Information Systems and Industrial Applications
PB  - Atlantis Press
SP  - 528
EP  - 530
SN  - 2352-538X
UR  - https://doi.org/10.2991/cisia-15.2015.144
DO  - 10.2991/cisia-15.2015.144
ID  - Guarda2015/06
ER  -