A case study of information support for sales and marketing at two real estate agents

Pao Yue-kong Library Electronic Theses Database

A case study of information support for sales and marketing at two real estate agents

 

Author: Chow, Yun-kwan Eugene
Title: A case study of information support for sales and marketing at two real estate agents
Degree: M.Sc.
Year: 1994
Subject: Real estate business -- Data processing
Real estate agents -- China -- Hong Kong
Hong Kong Polytechnic -- Dissertations
Department: Dept. of Computing
Pages: ii, 100 leaves ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1151347
URI: http://theses.lib.polyu.edu.hk/handle/200/4557
Abstract: This study examines the relationship between the functions of Marketing and Sales and the use of Marketing Information System (Marketing MIS) in real estate agents. In this research, this relationship is described in terms of the information support provided by a Marketing MIS to sales and marketing managers in real estates agents. This research uses a two-sites case study approach, which aims to analyze the information systems (IS) requirement of two sales and marketing managers and their information support environment. With the data from the case study, this study will answer three main research questions: - First, what do sales and marketing managers consider as their most important information system requirements of a Marketing MIS? - Second, how does the existing Marketing MIS provide information support to real estate agents' sales and marketing managers and help them perform their management functions? - Third, what are the impacts of information support on managers' work in fulfilment of organizational objectives and managerial functions? Two real estate agents were chosen for this case study : a small agent in a in-town residential community and a small agency arm of a large resort area residential developer. In forms of observations and interviews with respective marketing managers, the findings in this case study will answer the research questions and provide empirical support to the conclusions. - First, a higher level of information support can be achieved through the use of a Marketing MIS that have closely responded to the IS requirements of the sales and marketing managers; - Second, improved information support has allowed sales and marketing managers to have a better understanding of the product, customers and the market they serve. - Third, the comparison of the two sites reveals that the organizational objectives and managerial functions of sales and marketing managers are those influential causes among others for the difference in the use of Marketing MIS in organization.

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