THEORETICAL BASIS AND THE ESSENCE OF MARKETING INFORMATION SYSTEMS

Abstract

The paper is devoted to the essence of marketing information system at the enterprise, for making effective decisions related to effective management of marketing activities.

The essence of marketing information system is defined its key characteristics and elements.

It is established that the main place in marketing activity management is occupied by marketing information, the timeliness of processing which provides additional benefits for the company in a competitive market. Effective consolidation is based on three key elements - internal company documents, market research, and decision support system. Together they increase the understanding of the real position of the company in the market, both in its current state and in terms of long-term planning.

The analysis of the system of marketing information is carried out, the specifics of its three key elements are considered, and examples of key characteristics that should be inherent in it are given.

The key advantages and disadvantages of marketing information systems, their possible impact on management decision-making and possible prospects for the optimization of marketing activities of the company are considered.

The classification of marketing information systems by their size and functionality is presented. The approximate financial investments required for their purchase are reflected and the time required to integrate the appropriate solution for the company.

It is determined that implementation of such information system is impossible without significant financial investments into the IT infrastructure of the company. Despite this, in the long term, it will increase the understanding and predictability of marketing activities both within the product / service, and the market as a whole. This, in turn, will increase the stability of the enterprise in a competitive environment.

In addition to this, one of the key factors in implementing such a system will be time, because apart from the integration process, the company should also take into account the time for adapting the staff to the new system and further adjusting it, which in turn may delay the time to get the full effect of its use.