ABSTRACT
Marketing management is more and more supported by Information Technology (IT). It started with mail-order companies that were the first to use IT to manage customers and their profiles and it has gradually expanded to all sorts of industries. Customer relationship management (CRM) is an umbrella term for all sorts of process support and process management software in the field of sales, marketing, and customer service, among others. A large chemical company once contacted us to implement CRM and a data mart for customer analysis. The benefits of Business Intelligence in the marketing domain are immense. Where other domains are mainly concerned with efficiency, marketing decision improvement automatically means effectiveness improvement. Marketing professional services is the art of managing resources, managing customers, and managing the relationship between resources and customers. Organizations that fail to understand this will never get the full benefits from a CRM system, let alone from the Business Intelligence system for marketing purposes.
