نظم المعلومات التسويقية و أثرها في استدامة الميزة التنافسية المستدامة : دراسة استطلاعية

Abstract EN

The purpose of the research is to specify the nature of the relation of the Marketing information system and its influence on the sustainable competitive advantage.

As marketing information system forms the basic motive of all activities and tasks that can be achieved by the organization to fulfil its objectives within work environment and to deal with all changes related to its activities.

The sustainable competitive advantage represents one of the challenges to be treated by the organization in order to keep on its existence and investment of its resources in the best way.The problem of this research pointed out a clear disability in the employment of the dimensions of the marketing information system on the sustainability of competitive advantage, Al-Rasheed state bank / Al-Siba'a branch was selected as a field of application.

Research sample was selected randomly of (52) member of human resources at the above-mentioned branch; the prospective study adopted to obtain research data, depending on a number of measurement programs and the (SPSS) static program to analyze research data .

The static programs showed results that confirmed the existence of the impact of marketing information system on the sustainability of competitive advantage.