Despite the importance of Marketing Information Systems (MKIS), research on this topic has been very limited. This study established a research model concerning the success factors and performance variables of MKIS through a theoretical review and empirically tested it. The LISREL analysis results showed that participatory system development had a significant effect on marketing information collection and utilization, emerging as an important variable for MKIS success. Top management support had a significant effect only on marketing information collection, indicating that it is a necessary but not sufficient condition for MKIS success. Contrary to the hypothesis, the computing environment had almost no effect on MKIS success. Furthermore, the performance variables were not found to be dependent variables of the same dimension but rather emerged as a sequential process leading from marketing information collection to marketing information utilization, and then to work performance.