Marketing Information Systems (MkIS) Support for the Marketing Management Process :: essays research papers

merchandise Information Systems (MkIS) Support for the Marketing Management ProcessIntroductionto a greater extent and more, companies are faced with the consider to control an ever larger and speedily changing marketing environment. The reading processing requirements of companies are expanding as their combative environment becomes more dynamic and volatile (Child, 1987). To handle the increasing out-of-door and internal info flow and to improve its quality, companies gather in to take service of the opportunities offered by modern information technology (IT) and information systems (IS). Managing marketing information by means of IT has become one of the most vital elements of rough-and-ready marketing. By collecting and sharing marketing information and by apply it to promote corporate and brand image, IS offer parvenue ways of upward(a) the internal efficiency of the firm. IS allow dynamic marketing communication amidst personnel in corporate readying, accounting, advertising and sales promotion, product worry, transmit of distribution and direct sales. These systems also relate to marketing strategy, marketing planning and the entire marketing management process.IS span the boundary between the fundamental law and its environment by connecting the customers and partners to the firms warehouse, factory and management. Today inter organizational relationships and interorganizational information systems (IOS) have become a common form for processing legal proceeding and there are many examples of IOS that create electronic linkages between firms (see Bakos, 1991 cash in and Konsynski, 1985).IT has a key role in new flexible organization forms such as strategic partnerships and cross-functional networks. New organizations will be intentional around business processes rather than functional hierarchies (Rockart and Short, 1989) and we will face the need for new kinds of IS in marketing. In fact, IS will be the cornerstone of new approaches to marketing. Management and systems designers should therefore be better aware of the avenues available to desegregate marketing and management processes in new innovative ways.The objectives of this empirical visual sense among Finnish wholesale companies are threefold. First, we evaluate which information included in marketing information systems (MkIS) has been important in providing support for the marketing management process. Second, we analyse what improvements in marketing and sales have been realized by implementing MkIS to support the marketing management process. Third, we investigate, in more detail, what operational MkIS sub-systems have contributed to improved effectiveness for implementing and controlling marketing efforts.In order to function these questions we first develop the analytical framework, and then we describe the survey of 50 marketing organizations in Finland.