Open AccessMarketing Information System: A Success Factor of Shipping Business in Cyprus
Author(s) -
Evi Plomaritou,
Christos Patsiouras
Publication year - 2020
Publication title -
journal of economics, management and trade
Language(s) - English
Resource type - Journals
ISSN - 2456-9216
DOI - 10.9734/jemt/2020/v26i1030301
Subject(s) - marketing , business , marketing research , order (exchange) , matching (statistics) , marketing management , marketing strategy , information system , process (computing) , marketing mix , process management , computer science , engineering , finance , statistics , mathematics , electrical engineering , operating system
The marketing information system plays a vital role in marketing planning. Profitable development of a shipping company can only come from a continual commitment to matching the shipping enterprise’s capabilities with customers’ needs. In order that the shipping company can be certain this matching process is taking place effectively, it is necessary that a two-way information flow exists between the client and the firm. Sound shipping marketing plans rely on sound marketing strategies, and this requires the organization of information into a comprehensible, rational and systematic structure. This paper presents the structure of the Shipping Marketing Information System and examines the commercial, economical and managerial aspects ensued from its operation. No previous research has been conducted on the implementation of the marketing information system in the Cypriot shipping companies. Therefore, the importance of this research lies in the fact that it provides useful and valid data for evaluating the role of the marketing information system as a success factor of shipping business in Cyprus. More specifically, this paper aims to explore the main aspects of the marketing information system by developing knowledge, theories and procedures.