Research Paper Productivity and Efficiency of Marketing Information Systems

Final Research Paper

Abstract

This research paper is focused on the productivity and efficiency of Marketing Information Systems and their implementation within small, medium and large businesses. Through Marketing Information Systems companies are able to support their own strategic choices on a significant number of data and operate in many areas of work such as management of the assortment, promotional planning, customer relationship management (CRM), projects of category management, co-marketing, e-mail marketing, GSM marketing, and geo-marketing. All these activities allow effectiveness and efficiency of the companies to increase thanks to the increase in the level of fidelity and distinctiveness of the customer.

Arranging and the best use of a marketing information system means:

* Increasing sales and retention;

* Managing different customers differently (differentiate the product, the offer and communication);

* Making customers satisfied.

The correct use of the marketing databases allows companies to create their personal relationships with customers, capable of binding their best customers and generating profits, up to obtain:

* Greater efficiency: reduction of costs, with targeted actions on more profitable customers (result not achievable with other media);

* Greater efficacy: measurability of result that allows companies to realistically compare costs and benefits.

For several decades, information technologies (IT) are the subject of increasing interest, especially by large companies looking for competitive strategies to emerge in an ever more competitive market. Historically, the first benefits from the introduction of such technologies is realized in terms of increased productivity, but within a short period of time, people realized that they could provide strategic advantages not only in relation to production functions, but also in terms of competitiveness in the market. Availability of information in a short...