The system of marketing information management: Development, assessment, improvement

Abstract

The development of modern economy highlights the role and importance of information factor while making managerial decisions especially in the sphere of marketing activity of any organisation. Under such circumstances the problem of forming effective marketing information systems is becoming crucially important for Russian organisations. Marketing analysis is rather poor in modern Russian economy mainly because the history of Russian market economy is not so long and the analysis does not have enough bases of historical statistics data during the «new era» of functioning of Russian economy. Marketing information systems based on new technologies of processing and synthesising of information flows might improve the situation. The current research is dedicated to solving the following tasks: to classify different kinds of marketing information at the enterprise; to define the marketing information system according to the authors' point of view; to elaborate the methods of assessment of the enterprise information supply and to create a model of effective marketing information system. The research tasks represented in the article are aimed to elaborate some practical recommendations regarding information supply of marketing activities of industrial enterprises, namely: JSC «Tyazhmash», JSC «Uralmashzavod» and JSC «MK Ormeto-Yumz». Big industrial enterprises of the Russian Federation served as a practical platform for the analysis of the marketing information system. The authors have studied three enterprises of heavy-engineering from different regions and conducted the assessment of marketing information system for each enterprise in order to raise its efficiency.