Open AccessDesigning a marketing information system of an industrial enterprise
Author(s) -
Natalia Izakova,
Natalia Izakova,
Лариса Капустина,
Лариса Капустина
Publication year - 2018
Publication title -
russian journal of management
Language(s) - English
Resource type - Journals
eISSN - 2500-1469
pISSN - 2409-6024
DOI - 10.29039/article_5b06a2e723c210.29689805
Subject(s) - balanced scorecard , structuring , relation (database) , business , marketing , test (biology) , marketing strategy , process management , marketing management , knowledge management , computer science , data mining , finance , paleontology , biology
The aim of the study is to develop and test methodology for establishing a marketing information system of an industrial enterprise using the balanced scorecard. The article suggests that the end result of designing the MkIS would be a comprehensive accessible data system that assists in making well-reasoned marketing decisions and evaluating the efficiency of their implementation. The authors also define the criteria for collecting and structuring marketing information. The structure of the MkIS proposed by the authors enables evaluating the influence of marketing investments on the financial performance of an industrial company. One-way ANOVA test is used to identify the factors that determine customer satisfaction level and its relation with the share of clients in total sales. The opportunities resulting from the suggested methodology can be used by industrial enterprises that need efficient management tools based on well-organized system of information flows.