Fulltext search in archive

In today's dynamically changing environment marketing has a significant role. Creating successful marketing strategies requires large amount of high quality information of various kinds and data types. A powerful database management system is a necessary condition for marketing strategies creation support. The paper briefly describes the field of marketing strategies and specifies the features that should be provided by database systems in connection with these strategies support. Major commercial (Oracle, DB2, MS SQL, Sybase) and open-source (PostgreSQL, MySQL, Firebird) databases are than examined from the point of view of accordance with these characteristics and their comparison in made. The results are useful for making the decision before acquisition of a database system during information system's hardware architecture specification.

The paper deals with the analysis of current situation on the market of business information systems in the Czech Republic from the point of view of their utilization in marketing strategies creation. Based on requirements on marketing information system the structure of these systems and possibilities of their usage are evaluated. It is also pointed out to discovered insufficiencies and the architecture solving these problems is suggested. The main angle of view is three-layer architecture and on each layer the set of requirements and design proposal are summarized.