Daniel et al article, 2003: 'Towards a map of marketing information systems: an inductive study'

Various strengths and weaknesses of Daniel's marketing map have been discussed in todays seminar.

Strengths:

• It is a well thought, logical and thorough process which can easily adapt to change
• It covers all key aspects and areas to ensure a successful marketing plan
• Interviews were held with employees in various business areas, including management as well as sales staff

Weaknesses:

• The process has the potential to create issues and to be time consuming
• Requires a solid and clear understanding to complete and successfully apply