MARKETING INFORMATIZATION AS STRATEGIC MANAGEMENT COMPONENT
DOI:
https://doi.org/10.15587/1729-4061.2013.6605Keywords:
strategic planning, marketing strategies, information system, automatization.Abstract
In this article marketing informatization as strategic management component is discussed and some results of our research in this area are given. The main purpose of this research is the development of methods, algorithms and systems for gathering, analysis and the use of marketing information for making management decisions. The use of information technologies in marketing as competition strategic factor is noted. Enterprises marketing automatization, the choice of software product or information system for marketing solution which depend on the area and enterprise-wide are pointed out. It is stated that the functional structure of marketing information systems is formed for the needs of particular automatization object. Its dependence from enterprise marketing operation organization, the choice of marketing management structure, tasks distribution and staff duties, the way of marketing information communication are pointed out. Basic points of information system marketing design are examined. Principal demands necessary for information marketing system design are suggested. The results of this research can be used by managers at enterprise strategy development and by IT experts at problems the complex automatization.
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Copyright (c) 2014 Анжела Анатоліївна Григорова, Марина Вікторівна Сидорук, Галина Анатоліївна Ігнатенко, Денис Вікторович Хапов
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