IT382 Digital Marketing - How Daniel's Article can be applied

This Blog is for my IT382 module. Referencing: Daniel et al (2003) ‘Towards a map of marketing information systems: an inductive study’, European Journal of Marketing, Vol 37, No 5/6, pp821-847


An Application of Daniel's Marketing Information System Map.

Daniel's map is cyclical and demonstrates how ongoing market activity can be adjusted throughout time. Her model demonstrates 4 key areas:

• Define your market
• Create a Value Proposition
• Deliver Value
• Monitor Value

It is possible to carry out these stages, and when monitoring the results, you can go back to the first stage and make ammendments if needed. For example, you may want to redefine your market if you realise it is not lucrative or big enough.

The method in which you create your value proposition can also change depending on consumer taste. The way in which people behave has a big role. More people are online now, with marketing spends online at a record high. This may alter how you create and deliver value. Daniel's model allows this to be assessed and modified accordingly.

Different Marketing Information Systems can be incorporated into this model as the technology becomes available, and sets out a good starting point on creating a valuable proposition for customers.

You can find the full article here:
http://ow.ly/3YkdS