What is it about?
It looks at how good a distributor's information system is and how it can be beneficial to the marketer in improving the ground level effectiveness of their marketing effectiveness
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Why is it important?
It is important as distributors with good information system are able to better implement the marketer's program at the ground level and improve customer value delivery
Perspectives
Will help marketer's in the selection of distribution partners and in their appraisal and training so that the implementation and success of the marketer's program is more effective
Sanjeev MA
Jaipuria Institute of Management
Read the Original
This page is a summary of: An Empirical Verification of the Proposed Distributor Marketing Intelligence System (DMiS) Model, International Journal of Business Information Systems, January 2021, Inderscience Publishers,
DOI: 10.1504/ijbis.2021.10038860.
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