Marketing Information Systems

Abstract

The author provides insights into the need for marketing information systems and discusses their benefits, organizational needs, structural requirements, and general limitations. Illustrations of current marketing information systems are provided.

Marketing Information System (MkIS): Benefits for Small and Medium Enterprises in Fiji

“…Hence, it becomes important to use proper system to cater for all the business information needs and all the factors which would lead to the making of the best decision. Berenson (1969) supports that increased business complexity calls for more and more data for better performances, as nowadays markets have national scope. He also explains that the speed with which today's business decisions are made has increased and hence MkIS needs to be developed to cater for such rapid expansions.…”

“…According to Gomes et al (2005) one of the important components of MkIS is analytical marketing system, through which the data gets converted into meaningful marketing information. This marketing information then increases the likelihood of best decision making that bene¯ts organizations (Berenson, 1969). Ultimately, all this is done to meet the growing concern of the organizations throughout the world, which is customer satisfaction (Dutka, 1994).…”

“…Berenson (1969) emphasizes that the managers need to understand and get more awareness of MkIS in order to take advantage of the systems capability leading to the business growth by obtaining the resulting output of the business. SMEs grow through choosing better strategies for decision making and in order to formulate clear business strategies (Al-allak, 2010), gaining a better understanding and awareness of potential technologies are important.…”

“…Together with this, he stresses that MkIS design is important since the quality of MkIS has shown to in°uence the e®ectiveness of decision making. According to Berenson (1969) MkIS needs to be established to generate an information°ow that is pro¯cient in providing a satisfactory base for management decision making in marketing related issues. The creation of MkIS allows catering for organization's marketing activities.…”

“…Many factors have led to the growth of SMEs; however it is timely decision-making that is achieved through marketing information systems (MkIS) that has received considerable interest, contributing towards SME growth (Hakhu, 2010). The Research evidence suggests that MkIS has helped SMEs improve their marketing practices, marketing o®erings and understanding of customers' need via rapid increase in sales and pro¯ts volume (Berenson, 1969;Emmanuel, 2009;Khosla, 2011).…”