Abstract

ZURITA MEZQUITA, Efraín Canaán  and  ESCOBAR FERNANDEZ, Arturo Martínez de. Marketing information system: Tool for decision-making and company management. Revista San Gregorio [online]. 2022, vol.1, n.50, pp.148-162. ISSN 2528-7907.  https://doi.org//10.36097/rsan.v0i50.2080.

This study describes the application of marketing information systems in the company and the subsystems that comprise it from two aspects: decision-making and business management. Documentary research, searching Google Scholar, EBSCO Host and Elsevier Science Direct, finding 15 articles that supported the development of the work. The relevance of the implementation of a SIM in the company is reflected in accordance with the empirical evidence found, which helps in decision-making and in the management of the company and the information obtained both internally and externally. It is concluded that the development of information systems has been given by the need of the company to manage all the data that it constantly receives from customers, suppliers, competitors, the market, and other actors both inside and outside of it. As a marketing discipline tool, its evolution is confirmed by the need to create models that facilitate its management. As a concept it is theoretically defined in the company, but, as it is a network of elements, actors, and resources, this makes it difficult to understand and apply in the company.

Keywords : Business performance; decision making; information management; marketing information system; sales management.

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