Enterprise Information Systems and Digital Marketing: Advanced Issues and Implications

Enterprise Information Systems and Digital Marketing: Advanced Issues and Implications

Kijpokin Kasemsap (Suan Sunandha Rajabhat University, Thailand)
DOI: 10.4018/978-1-5225-3628-4.ch003

Abstract

With the support of modern technologies, enterprise information systems (EISs) and digital marketing are the significant approaches in modern business and can lead to the establishment of a consolidated business system toward improving the business performance. EISs and digital marketing are related to enterprise resource planning (ERP), electronic commerce (e-commerce), cloud computing, and social media platforms. EISs and digital marketing help modern businesses gain the rapid access to the mass market at an affordable price, increase business profit, and attract new customers in a timely and effective manner. EISs and digital marketing allow managers and executives to establish their profitable strategies and to find various business opportunities in the competitive business environments.
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Background

Most business enterprises are open in a competitive market, and are dependent on distributed information infrastructure across various geospatial location (Manna, Sengupta, & Mazumdar, 2016). Many organizations are looking for methods, tools, and solutions which enable them to improve business compliance, and reduce the likelihood of situations that may jeopardize their operational performance (Marques, 2017). EISs remain one of the last levers to increase the performance and competitiveness of the enterprise (Zacharewicz et al., 2017), and can provide an advanced platform that enables the distant collections of organizations to effectively integrate their operations (Tung et al., 2010).

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