<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2528-7907</journal-id>
<journal-title><![CDATA[Revista San Gregorio]]></journal-title>
<abbrev-journal-title><![CDATA[Revista San Gregorio]]></abbrev-journal-title>
<issn>2528-7907</issn>
<publisher>
<publisher-name><![CDATA[Universidad San Gregorio de Portoviejo ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2528-79072022000200148</article-id>
<article-id pub-id-type="doi">/10.36097/rsan.v0i50.2080</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Sistema de información de mercadotecnia: herramienta para toma de decisiones y gestión de la empresa]]></article-title>
<article-title xml:lang="en"><![CDATA[Marketing information system: Tool for decision-making and company management]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Zurita Mézquita]]></surname>
<given-names><![CDATA[Efraín Canaán]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Escobar Fernández]]></surname>
<given-names><![CDATA[Arturo Martínez de]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Juárez Autónoma de Tabasco  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Juárez Autónoma de Tabasco  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2022</year>
</pub-date>
<volume>1</volume>
<numero>50</numero>
<fpage>148</fpage>
<lpage>162</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2528-79072022000200148&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2528-79072022000200148&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2528-79072022000200148&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El presente estudio describe la aplicación de los sistemas de información de mercadotecnia en la empresa y los subsistemas que lo conforman desde dos vertientes: la toma de decisiones y la gestión empresarial. Investigación documental, realizando la búsqueda en Google Scholar, EBSCO Host y Elsevier Science Direct, encontrando 15 artículos que apoyaron al desarrollo del trabajo. La relevancia que tiene la implementación de un SIM en la empresa se plasma de acuerdo con la evidencia empírica encontrada, que ayuda en la toma de decisiones y en la gestión de la empresa y de la información que se obtiene tanto de forma interna como externa. Se concluye que el desarrollo de los sistemas de información se ha dado por la necesidad de la empresa de gestionar todos los datos que recibe constantemente por parte de los clientes, proveedores, competidores, mercado y otros actores tanto al interior como al exterior de la misma. Como herramienta de la disciplina mercadológica su evolución se constata por la necesidad de crear modelos que faciliten su gestión. Como concepto se encuentra definido teóricamente en la empresa, pero, al ser un entramado de elementos, actores y recursos, esto, dificulta su comprensión y aplicación en la empresa.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Desempeño empresarial]]></kwd>
<kwd lng="es"><![CDATA[gestión de la información]]></kwd>
<kwd lng="es"><![CDATA[gestión de ventas]]></kwd>
<kwd lng="es"><![CDATA[sistema de información de mercadotecnia]]></kwd>
<kwd lng="es"><![CDATA[toma de decisiones]]></kwd>
<kwd lng="en"><![CDATA[Business performance]]></kwd>
<kwd lng="en"><![CDATA[decision making]]></kwd>
<kwd lng="en"><![CDATA[information management]]></kwd>
<kwd lng="en"><![CDATA[marketing information system]]></kwd>
<kwd lng="en"><![CDATA[sales management]]></kwd>
</kwd-group>
</article-meta>
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