| Abstract: | The promise of management information systems has not yet been realized; low utilization rates by line decision-makers may be one cause. This paper suggests that the effort of marketing the MIS is as important as the work of both the MIS design and implementation phases combined. Various MIS “markets” are segmented, and marketing mix strategies which could encourage greater MIS usage are developed. An application of these marketing strategies for an advanced MIS is provided as an illustration. |
