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Restructuring the Marketing Information System for eCRM: An Application of the Eriksson-Penker Method
Abstract
This chapter considers the importance of business modelling for implementing e-CRM systems. The introduction of e-business models requires the adaptation of the Marketing Information System the specific characteristics of the online environment. The representation of various components of the Marketing Information System, and of the flows of information among various organizational departments, represents an essential step for the successful implementation of e-CRM systems. Considering the specific requirements of this restructuring process, chapter presents the advantages of the Eriksson-Penker Business Extensions of the Unifying Modeling Language (UML), and exemplifies their use for modeling the Marketing Information System during the implementation of an interactive e-CRM approach.
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