Benefits of the Marketing Information System in the Clothing Retail Business

Abstract

This paper has the purpose of being familiarized with the benefits of the marketing information system in companies that operate in the retail business. A field research was done in a major clothing retailer, by means of a case study that consisted of interviews with two employees of the company, one from the top management and one from the marketing area, based on a semi-structured script , in addition to a documental analysis. The results indicate that information and its systematization possess great importance for the development of competitiveness, contributing to the development of the operations and to the promotion of new business opportunities, as provided by the pertinent literature.

The Influence of Marketing Intelligence on Business Competitive Advantage (A Study of Diamond Bank Plc)

“…(p-value) of .000 is less than α (0.05), hence, a significant correlation is found between marketing intelligence and business competitive advantage. This result is supported in the findings of Queiroz, & Oliveira (2014) which indicated that marketing intelligence and the systematization of information in the market settings "possess great importance for the development of competitiveness, contributing to development of the operations and to promotion of new business opportunities".…”

Mediation Impact of Marketing Intelligence in the Relationship between Technology Based Knowledge Sharing and Product Innovation

“…These changes and pressures force business firms to respond in an innovative manner sustaining competitive advantage in the marketplace [13]. Market intelligence refer to business ability to information processing, interpreting and disseminating to enhance the coordination process among business partners being agile to respond to changing environment in order to enter new markets that have to maximize market intelligence capabilities which require details knowledge of competitors, best practices through capturing and processing relevant information about specific market environment [14]. Therefore, marketing intelligence is information about the business environment that support decision makers in the process of developing their marketing strategies according to surrounding environment.…”

Moderating effect of support service quality on marketing IS sophistication and bank’s core competencies

“…An efficient ITbased marketing information system allows an organization to systematize and, to a greater or lesser extent, automate many of the routine tasks that are part of many jobs (Brady et al, 2002). The search for the creation of a competitive advantage can be maximized if a company uses the marketing information system effectively (De Queiroz and Oliveira, 2014).…”

“…Kotler and Keller (2006) specified marketing IS into the following subsystems: internal records; marketing intelligence; marketing research; and analysis and support to market decisions. By analyzing the benefits provided by the marketing information system, it is possible to see the dedication of a company to obtain information about its customers to strengthen their relationship, as well as the search for meeting their customers' needs (De Queiroz and Oliveira, 2014). A marketing IS provides methods for interpreting the information it delivers and is very important for planning and analysis (Hakhua et al, 2013).…”