The strategic role of marketing information systems in modern business

In spite of the fact that the traditional approach in marketing has become obsolete, it still seems to have great potential. Unique opportunities arise from the incredible development of information technology. Together with the information explosion this development has been instrumental in fuelling the growing interest in marketing information systems (MMS). The greatest single application of IT within marketing is the database. Database marketing constitutes the complex process of ongoing, two-way communication with the customer, affecting significantly the whole business.