Recherchers economiques manageriales
Volume 4, Numéro 1, Pages 1-13
2010-06-03
The Effect Of Marketing Information System On Decision Making
Authors : Al-shaikh Mustafa .
Abstract
Problem statement: This study aimed at highlighting the significance and importance of utilizing Marketing Information System (MKIS) on decision-making, as well as to describe the process of decisions taken by the managers using MKIS. The study also aims to lay out the necessary requirements for the successful implementation of MKIS in decision-making. Approach: MKIS shows that the roles for computer-based support for developing marketing strategy present a real challenge to individual computer-based techniques and technologies in a fast-changing environment supplemented by additional criteria relating to concerns the importance of the internal data base, marketing research and marketing intelligence criteria and their influence on organizational decision making success. The empirical research method was expert assessment, conducted by means of questionnaires. Correlation analysis was employed to test the validity of the procedure. Results: The empirical study findings confirmed positive relationships between top management adopting MKIS elements and the success of an organizational decision making. Conclusion: The study offer better understanding of performance-increasing market share as an organizational decision making based on marketing information system research by investigating structural MKIS among internal data base, marketing research and marketing intelligence
Keywords
Internal data base, marketing research, marketing Intelligence and decision-making
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