INFORMATION SYSTEMS IN MARKETING PLANNING: IN SEARCH FOR COMPETITIVE ADVANTAGE

Authors

  • Daniela Motta Romeiro Khauaja
  • Marcos Cortez Campomar

Abstract

Information is an important input to perform the different activities of marketing administration. This paper presents a study that investigated the opinion of 116 MBA students of Universidade Anhembi-Morumbi, who used to work for Brazilian and multinational organizations from several sectors, in order to discuss the importance of formal, integrated and continuous marketing information systems (MIS) to the process of marketing planning in these organizations. The results of the empirical study state the importance of the MIS to marketing planning, as well as the possibility of obtaining competitive edge through the use of the information system.

Author Biographies

Daniela Motta Romeiro Khauaja

Doutoranda da Faculdade de Economia e Administração/ FEA USP. Endereço:Rua São Paulo Antigo, 500 apt.51B, Real Parque – São Paulo / SP. CEP: 05694-011 E-mail: khauaja@yahoo.com

Marcos Cortez Campomar

Professor Titular da Faculdade de Economia de Administração/ FEA USP. Endereço: Av. Professor Luciano Gualberto, 908, prédio FEA 1, Cidade Universitária – São Paulo / SP. CEP: 05580-900. E-mail: campomar@usp.br

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Published

2007-05-25

How to Cite

Khauaja, D. M. R., & Campomar, M. C. (2007). INFORMATION SYSTEMS IN MARKETING PLANNING: IN SEARCH FOR COMPETITIVE ADVANTAGE. Journal of Information Systems and Technology Management, 4(1), p. 23–46. Retrieved from https://jistem.tecsi.org/index.php/jistem/article/view/10.4301%252FS1807-17752007000100002

Issue

Vol. 4 No. 1 (2007)

Section

Articles

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