ROLE OF MARKETING INFORMATION SYSTEM IN DECISION MAKING

The existence of an adequate information system which would secure data acquisition and analyses, as well as the transformation of above mentioned data into useful information is an essential condition for a company to function effectively. Successful companies should be flexible enough to adapt to the changes brought by intensive alternations in business environment. The design of marketing information system has been initiated for this particular purpose. The main task of this application is to improve the efficiency of a company’s operations through the implementation of the research process. Marketing information system is the fundamental precondition for the successful realization of the research project, i.e. the means used by producers in order to collect information about the, needs of the consumers. Marketing information system represents efforts of the companies to provide pertinent decision-making information to marketing managers on regular basis.

Key words: marketing, system, informations, data, market, research