INFORMATION SYSTEMS IN MARKETING PLANNING: IN SEARCH FOR COMPETITIVE ADVANTAGE

Autores/as

  • Daniela Motta Romeiro Khauaja
  • Marcos Cortez Campomar

Resumen

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.

Biografía del autor/a

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

Descargas

Publicado

2007-05-25

Cómo citar

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

Número

Vol. 4 Núm. 1 (2007)

Sección

Articles

Licencia

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