The usage of the marketing information system in enterprise’s management

Issue: № 1, 2023

Doi: https://doi.org/10.37634/efp.2023.1.2

Introduction. Modern society is entering a new information age. The level of economic development is determined not so much by the mass of natural resources as by the scientific content of products and intellectual potential. At the same time, new phenomena are emerging in society, which have received the name of informational and technological dictatorship as a way to solve the pressing problems of the modern world, which has crossed the threshold of technetronic civilization. The purpose of the paper is to study issues related to the use of the marketing information system in management to solve problems of increasing the efficiency of the enterprise. Results. The problem of introducing information systems and technologies into enterprise management becomes especially relevant during the transition from a multi-product economy to a multi-branch and diversified one. Marketing information systems are mostly aimed at determining the need for marketing information, which is necessary for the management of the enterprise, which, in turn, is used as a timely receipt and provision at any level of management of the organization of timely management decisions in which the market and the consumer will be interested. Marketing information systems represent a set of organizational rules regarding carriers and consumers of information, information flows between them, their rights to information and methods necessary for information processing. The main task of the marketing information system is to create a system that allows you to quickly and rationally process information, filter and condense information, correctly send information in the right amount, at the right point and at the right time, clearly define the sources of information and the rights of users at each level. Conclusion. The use of a marketing information system is a prerequisite for the operation of a modern enterprise. This system will have a positive effect on the adoption of reasonably competent strategic decisions in management, which will be aimed at increasing the level of competitiveness and strengthening the economic security of the subject of economic activity. Further development of the information technology market, taking into account the use of automated systems, will lead to a rapid growth of the company's economic activity indicators, as well as to the effective development of the state's economy as a whole.

Keywords : marketing, information systems, enterprise management, market, efficiency

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