دور نظم المعلومات التسويقية في تخطيط الاستراتيجيات التسويقية لمنظمات الأعمال : بالتطبيق على مجموعة شركات جياد الصناعية

Abstract EN

This study aimed to explore the role of marketing information system in the efficiency and effectiveness of planning the marketing strategies of business organizations.

The study adopted the descriptive analytical approach; where it assumed the existence of a statistically significant relationship between marketing information system and planning of marketing strategies.

The study used a questionnaire to collect the data from a group of (118) individuals from GIAD industrial group including motors, trucks, agricultural equipments, and GIAD cables companies; besides the Directorate General of the company.

The study main results indicated the existence of a statistically significant relationship between marketing information system and planning of marketing strategies; in addition, the company gives more attention to marketing information as it has a market studies department that provides marketing information for marketing decision makers, as well as for the marketing communications departments in the marketing administrations of the studied company.

The study main recommendations include updating the marketing information database periodically, provision of training for marketing department employees, especially for the employees of marketing information department on dealing with the marketing information system specifically management and planning.

Moreover, upgrading the market department to a specialized department; besides supplying it with experts and researchers, and provide financial and logistic support for it.

Furthermore, the higher management should abide by the outcomes of the marketing information system when putting marketing plans; as well as giving more attention to human resources since it is essential for achieving the organization's goals.