Creation of marketing information system in a company and the expected value of marketing information
Keywords:management, marketing information system, implementation, marketing research
A key factor of an efficient working of all organizations are skilled managers. They have to have the necessary knowledge, experience and skills to be able to perform effectively managerial activities. Each company's ability to survive depends mainly on an ability to respond quickly to external influences, but also from art to adapt to new environmental conditions [Daneshjo, 2016; Štofková, 2013]. All this places extremely high demands on managers. There is no doubt that an effective use of information contributes significantly to performance of companies. The quality of decision-making depends primarily on quality of information and an ability to process them. Some external circumstances force businesses into new technologies to be more intelligent that the data and information in their daily activities is collected and processed, mined and certain strategic information important for their future decision-making. In terms of inner life of a company its purpose is to improve the dissemination and sharing of internal corporate information. In terms of connection with stakeholders, in turn, in order that the company present its products, services and possibly future plans. The paper deals systems which are used for the purpose of effective use of information in companies, that the task is to produce quality and relevant information necessary for managing process. Effective management is based on the use of information at all stages of the decision-making process (phase of obtaining the information, evaluation phase of gathered data and the implementation phase of the decision). Importance of information for a manager results from their needs during their decision-making and effective implementation of any management functions (planning, organization, leadership, control, etc.). The information must be objective on which management of company may know the state of the controlled object and to guide its development to the intended objective in due time.
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