Essay - Computer Information Systems Introduction Marketing Information Systems Serve as a...

Computer Information Systems

Introduction

Marketing Information Systems serve as a hub of competitive, market, pricing an product-related information in addition to supporting tactical strategies and campaigns and strategic plans. The use ***** Marketing ***** Systems coordinate new product introductions with other departments, monitor the success of the launched ***** and keep other ***** informed, and also devise plans and ***** for sustaining and increasing sales illustrate the many benefits these systems provide. Underscoring all ***** functional, process- and strategy-driven areas is the need for ensuring ***** voice of the customer is heard throughout any organization often and with clarity, to ensure strategies and plans stay on course (Coussement, Van den Poel, 164). The intent of this paper is ***** d*****cuss the dominant ***** areas of a Marketing In*****mation System and also comment on its future trends.

Dominant Functions of a M*****rketing Information System

***** ***** users of Marketing ***** Systems are marketing managers, product managers, ***** analysts, market research analysts, industry research professionals, and senior management. In *****, sales management will also often rely on these systems to measure how effective their sales strategies are in achiev*****g sales objectives (Daniel, Wilson, McDonald, p. 825).

The most complex of these ***** Information ***** include in-depth knowledge management applications, including geo-economic modeling (Hess, Rubin, West Jr., et.al.), in conjunction ***** an ********** larger amount ***** analytics applications that are used for creating dashboards and reports used by senior management, marketing management and ***** (Le Bon, Merunka, p. 400). These systems are predominantly designed ***** align with the planning, executing, evaluating and control of campaigns and ***** to ensure the highest level of performance attainment and measurement is completed. As a result of the he*****vy focus on marketing effectiveness, *****ten these systems are designed as data w*****houses of the ***** sales professionals contribute about competitors, market conditions, forecasts, and potential new ***** ideas based on customer discussi*****s. An effective Marketing Information System is actu*****y an enterpr*****e-wide knowledge m*****agement system ***** has been designed to support business process workflows from the ***** to the tactical level.

Future Development Trends

***** pervasiveness of the Internet ***** the increasing availability ***** development tools for creating analytics applications are together serving as the catalyst ***** the development of an entirely ***** set of predictive analytic and ***** applications where the performance of specific strategies can be simulated and planned for (Gounaris, Panigyrakis, Chatzipanagiotou, pp. 615, 616). Second, the ***** of collaborative platforms based on the Internet is also making ***** data collection function of Marketing ***** Systems much more streamlined that has been the case in the past.

Conclusion

Marketing Information ***** are transforming the accuracy and speed that companies' marketing, sales and senior management ***** react to market ***** effectively. The growth of these *****s is in direct proportion to the increasing speed ***** uncertainty new markets and market conditions influence company's plans and results.

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Kris*****f Coussement, Dirk Van ***** Poel. "Integrating the voice of customers through call center emails into a decision ***** system