Proposiciones teóricas de base para una concepción de Sistemas de Información de Marketing
Theoretical propositions as a base for a Marketing Information Systems conception.
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El concepto Sistema de Información de Marketing (sim) surge en los años 60 del siglo xx como respuesta al avance experimentado en esa década por las Tecnologías de la Información y la Comunicación (tic). Sin embargo, en la actualidad, nuevas denominaciones de Sistemas de Información de soporte al marketing de las organizaciones parecen haber desplazado el concepto original. En este artículo, el autor analiza 17 modelos de sim y, a partir de sus aportes y limitaciones, establece 4 proposiciones teóricas de base para una concepción general, útiles para la adopción del concepto en la actualidad.
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