Cybermarketing, 2nd Edition

Chapter 4

Making your information system work

We have seen how the Internet can transform your ability to research the dynamic environmental factors affecting your business, and the changing markets in which you operate. Internet technology makes this sort of research much easier. But carrying out research does not help unless the data gathered is kept up to date, and even then it's no use unless the people who will use the research can get hold of it when they need it. Fortunately, the net can help.

This chapter will explain how an ‘intranet’ (a company-only, private communications network) can make it easier to keep vital research information up to date, and to communicate the findings across a company to ensure people at all levels are properly ...