RELEVANCE OF MARKETING INFORMATION SYSTEM IN THE ACHIEVEMENT OF ORGANIZATIONAL OBJECTIVE
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RELEVANCE OF MARKETING INFORMATION SYSTEM IN THE ACHIEVEMENT OF ORGANIZATIONAL OBJECTIVE
The research study focuses on the role of marketing information systems in achieving organisational objectives. Nigeria Bottling Company (NBC) Owerri a case study, special interest is ceded on the view of management and staff of the organisation of the role of marketing information system (MIS) in (NBC)
and also the effect on the function of the organisation from planning, organising, and decision making. A total of eight copies of the questionnaire were given out for the reveal of data from the chapters.
1. Chapter one discusses the study’s history, research topic, significance and breadth, as well as its limitations.
2. In Chapter 2, several literatures relevant to the issue under investigation were thoroughly and appropriately studied to suit the project’s requirements.
3. The third chapter provides the research methodology, followed by a chapter in which the facts gathered were analysed and the bouleys formula was applied to determine the sample size.
4. Among other findings, the majority of those interviewed thought strongly in the importance of an organization’s marketing information system (MKTS) achievement.
Chapter one
1.0. Introduction.
A marketing information system is the process of acquiring information to learn about something that is not well understood. It also comprises all of the data, in the form of facts, opinions, viewpoints,
guidelines, and policies, that are required to make critical marketing decisions. The data is obtained from customers. Competitors’ sales teams and other employees. Government sources include specialised agencies and sources.
Marketing information systems provide relevant, trustworthy, and essential information on the business environment, both internally and externally. And it is essential for making sound decisions.
Marketing information systems assist in identifying marketing trends. Managers can make successful decisions about price, product, design, packaging, advertising strategies, and other factors in reaction to shifting environmental trends.
Marketing information systems assist organisations in making decisions in all aspects of marketing. Because there is a constant need to make correct decisions that are properly designed,
marketing information systems provide reliable and relevant information quickly, using computers and other data processing equipment. Marketing managers can make the correct selection at the appropriate time.
Marketing information systems provide marketing intelligence about events that occur in the external environment. For example, marketing information system organisation specialists can assist with changes in client taste, expectations, rival plans, government legislation, and the international environment.
It is feasible to acquire marketing intelligence, which is critical for making good marketing decisions.
Marketing information systems make it easier to design and control marketing campaigns. It requires product planning, price, advertising, and distribution. Such planning is only possible if the organisation has appropriate and relevant objective information.
Marketing information system organisations make quick decisions for specific purposes, which necessitates a rapid flow of information, which is assisted by a well-designed system. Marketing information systems provide timely marketing information management, allowing for quick and effective decision-making.
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