Is Daniel et al’s model actually a broadly applicable map or out-dated ?
We’ve been discussing Daniel et al’s article on a map of marketing information systems. The article proposes a ‘map’ of the marketing process and overlays information systems onto it. The basic map shows four stages in the marketing domain. One of its strengths appears to be its broad applicability to the marketing activities of a range of organisations (largely due to the simple, generic format).
The article however doesn’t discuss the likely speed of the overall process though it suggests a slow, contemplative and reflective process. As many of the organisations involved in developing this model were manufacturers or providers of goods, their R & D, decision-making processes and product development cycles may have been quite long and spend a while in each area of the map before moving to the next stage. The overlay of IS support highlights the potentially complex nature of information flows within an organisation. It may be that the emergence of internet marketing allows the process to move very rapidly and for information to flow in new ways.
Smaller, web-based organisations in particular may find that this model doesn’t reflect the way they work if they are constantly making changes to their product/service. Alternatively it may be that a rapid iterative process that allows customers to work with and feedback on prototypes is actually just a series of very fast cycles around the marketing map proposed by Daniel et al.
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