واقع تطبيق إدارة المعلومات التسويقية في الشركات : شركة كريم السعودية أنموذجا

الملخص EN

he study tackled the reality of marketing information management in companies dealing with all aspects of the subject including the importance, aims, and functions of marketing information management according to Saudi Vision 2030.

The study problem lied in the following main question: "What is the reality of applying marketing information management in Saudi Careem Co.?" Its objectives focused on studying the reality of applying marketing information management in Careem and the obstacles hinders such application besides measuring the effectiveness of applying marketing information management in the company from viewpoints of marketing department staff.

To achieve these objectives, Was used descriptive analytical approach and method of case study.

The study was based on two tools for collecting information; the first is the codified interview addressed to directors general of marketing in the company.

The second tool is a questionnaire addressed to the staff of marketing department in the company; (10) individuals representing complete community study.

The study revealed several findings including: the reality of applying marketing information management in the company came in "Always" degree in general.

The study showed that staff of marketing department do not agree that there are obstacles against applying marketing information management in the company in general.

However, they stated certain obstacles such as lack of marketing information sources.

In addition, the study revealed that most marketing staff members think that marketing information management in the company is highly .

The study ecommended the company to develop a new section in the organizational structure namely "Marketing Information Management" in marketing department.

Marketing Dept.

is to consider the obstacles hindering the application of marketing information management and seek for solution as well as the regular follow up during application.

The study also recommended the necessity to provide training courses and workshops to current marketing staff in order to increase their sufficiency and informational abilities in general and with regard to research and getting marketing information in particular.

The company also is to look for specialized and qualified human resources in technology and information.