The Digitalization of Production Processes: A Priority Condition for the Success of an Efficient Marketing Information System. Case of the Swimwear Anywhere Company

Abstract

The digitalization of production operations is considered today as a decisive condition capable of stimulating the spontaneous and regular use of an effective and operational marketing information system. Certainly, thanks to digitalisation, companies can: increase their profitability; simplify working methods, automate production processes and interactions between the various employees responsible for monitoring the smooth running of production activities as well as between the latter and the heads of the marketing department who prepare the marketing strategies to be executed. Indeed, if companies want to increase their sales volumes and be able to take advantage of the new opportunities that digital will offer them, they are encouraged and better than ever to quickly computerize their production processes. To do this, they must rely on welldocumented marketing strategies that emphasize customer orientation and ensure that the latter receives a personalized offer while benefiting from the operational functionalities provided by marketing information systems.