Although there have been many studies on the role and results of application of MIS application in the firms, especially on the role of application MIS in decision making process, not so many research or studies work on a specific case of application the MIS in marketing activities in a typical firm. The motivation of this paper is therefore to study the role of a Management Marketing Information System in the specific case of Viettel Corporation, a leading telecommunication service provider in Vietnam.
Through qualitative research, the study looks at the MIS implementation process at Viettel, the system’s benefits and difficulties, and attempts to draw a number of conclusions as well as implications to other Vietnamese corporations who would be interested in applying MIS systems for their marketing operations.

Although there have been many studies on the role and results of application of MIS application in the firms, especially on the role of application MIS in decision making process, not so many research or studies work on a specific case of application the MIS in marketing activities in a typical firm. The motivation of this paper is therefore to study the role of a Management Marketing Information System in the specific case of Viettel Corporation, a leading telecommunication service provider in Vietnam.
Through qualitative research, the study looks at the MIS implementation process at Viettel, the system’s benefits and difficulties, and attempts to draw a number of conclusions as well as implications to other Vietnamese corporations who would be interested in applying MIS systems for their marketing operations.

ABSTRACT  i
Acknowledgements  iii
Table of Contents  iv
List of Tables  vi
List of Figures  vii
Chapter 1 Introduction  1
1.1. Research Background  1
1.2. Research Significance  2
1.3. Research Motivation  4
1.4. Research Procedure  6
1.5. Scope of Research  7
Chapter 2 Literature Review  10
2.1. History and Evolution of Management Information System (MIS) and Management Marketing Information System (MkIS)  10
2.2. Management Information System (MIS) and Management Marketing Information System (MkIS)  18
2.2.1 Management Information System (MIS)  18
2.2.2 Management Marketing Information System (MkIS)  22
2.3. Similar Previous Studies  26
2.4. Application of MkIS on Firms in Vietnam  27
2.4.1 Role of Application of MkIS in Firms  27
2.4.2 Current Situation of Application of MkIS in Firms in Vietnam  30
2.5. Case Study Methods  33
Chapter 3 Research Methodology  35
3.1. Research Approach  35
3.2. The Case Company  36
3.3. Research Design  38
3.4. Data Collection and Analysis  40
3.5. Design of Questions for Interviews and Questionnaires  43
3.6. Limitation of the Data Collection  49
Chapter 4 MKIS in Viettel Corporation  51
4.1. MkIS in Viettel Corporation.  51
4.1.1 Marketing Activities in Viettel before the Application of MkIS  51
4.1.2 Implementation of Management Marketing Information System in Viettel Corporation.  54
4.1.3 Results of Application of MkIS in Viettel Corporation  67
4.2. Achievements of Management Marketing Information System in Viettel Corporation  72
4.3. Assessment of MkIS in Viettel Corporation  72
4.4. Difficulties in Applying Management Marketing Information System in Viettel Corporation  76
4.5. SWOT Analysis of Marketing Activities in Viettel Corporation.  79
Chapter 5 Conclusion and Solutions  82
5.1. Research Findings  82
5.2. Implication  82
5.3. Suggestions for Future Study  86
5.4. Conclusion  87
REFERENCES  90
Appendices A: List of Interviewees  99
Appendices B: Questions  101

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