أثر نظام المعلومات التسويقية على الميزة التنافسية لشركات الاستثمار في السعودية

الملخص EN

This study aimed to identifying the impact of the marketing information system on the competitive advantage of the investment companies in the Kingdom of Saudi Arabia.

The study was applied to a random sample of 70 employees.

The questionnaire was used as a tool for study and was based on the scientific standards adopted in many marketing studies and literature.

The study variables were subjected to a number of statistical methods, the most important being regression analysis.

The hypotheses were tested using the SPSS program.

The obtained results show Positive relationship between marketing information system (marketing research system, internal records system, marketing intelligence system) and competitive advantage.

The study revealed that marketing information systems will enhance the competitive advantage of Saudi investment companies.

The study recommends, including the need for Saudi companies to be interested in marketing information because of their positive impact on competitive advantage systems, with the need to promote the culture of marketing information systems among the company's entire culture staff as well as the positive effects on competitive advantage and training courses.