The Effect of Marketing Information System on Decision Making

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 computerbased 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....