Analyzing the Effectiveness of Marketing Information Systems on Strategic Planning Efficiency: Case study of banks
Subject Areas : Business ManagementMousa Sadeghi 1 , Mahammad Sadegh Sobhani 2 , FarajAllah Rahnavard 3
1 - Senior Human Resource Management
2 - Master of Business Administration
3 - Academic Member (Associate Professor) Higher Education and Research Management and Planning Institute
Keywords: effectiveness, Efficiency, Marketing Information Systems, Marketing Strategic Planning,
Abstract :
In the information era, information technology development has made it possible for managers to study environment with more confidence. But the role of information systems in strategic planning process and compiling and fulfilling strategies is not clear. This essay analyses the effect of marketing information systems on the efficiency of marketing strategic planning process and its elements in Iranian banks. In the conceptual model of this research, goal setting, situational analysis, regulating goals and strategies and resource allocation are considered as the basic elements of marketing strategic planning process, and time, contents and form of information are the outputs of marketing information systems. The case study of this research for presenting quantitative results includes the country’s banks (except Central Bank). The results obtained from the views of senior managers or the experts of the banks’ R&D departments, which were collected through the use of the questionnaire designed merely for this purpose indicate that the outputs of marketing information systems have great effects on the efficiency of marketing strategies planning. The results of linear trend analyses show that the variables of information contents explain the changes of the elements of strategic planning process the most, and the form of information explain it the least. Among the elements of strategic planning process, situational analysis and resource allocation are affected by the outputs of marketing information systems the most while its effect on goal setting, regulating goals and compiling strategies is the least.
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Islam, A. A. (2003). Marketing Planning. Tehran: Commercial Publishing, (In Persian).
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Sobhani, M. S. (2007). The Relationship between the Effectiveness of Marketing Information Systems and the Effectiveness of the Strategic Marketing Planning Process in Banks. Master Thesis, Tehran: Institute for Management and Planning Education and Research, (In Persian).
Pierz, J. E., & Robinson, R. B. (2004). Strategic Management. Translated by: S. M. Hosseini, Tehran: Samt Publication, (In Persian).
Xu. Mark, The Strategic Orientation of Marketing Information systems: an Empirical Study, Marketing Intelligence & Planning, Vol.17, No. 6, (1999), pp 262-270.
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Ashill, N, & D. jobber, defining the Information Needs of Senior Marketing Executives: an Exploratory Study, Qualitative Market Research, Vol. 4, No. 1, (2001), pp 52-60.
Colgate, Mark, Creating Sustainable Competitive Advantage through Marketing Information System Technology: A Triangulation Methodology within the Banking Industry, International Journal of Bank Marketing, 16/2, (1998), pp 80-89.
Dahft, R. (2002). The Fundamentals of Theory and Design of the Organization. Translated by: A. Parsayian & S. M. Arabi, Tehran: The Office of Cultural Research, , (In Persian).
David, F. R. (2005). Strategic Management. Translated by: A. Parsayian & S. M. Arabi, Tehran: Cultural Research Center, (In Persian).
Farhangi, A. A., & Safarzadeh, H. (2006). Research Methods in Humanities. Tehran: Pouyesh Publication, (In Persian).
Gory, G. A, & M. S. Scott Morton, A Framework for Management Information System, Sloon Management Review, Vol. 13, No. 1, 1971, pp 55-70.
Islam, A. A. (2003). Marketing Planning. Tehran: Commercial Publishing, (In Persian).
Shams, A. H. (1982). Strategic Management and Industrial and Commercial Strategies. Tehran: Publications of the Institute for Management and Planning Education and Research, (In Persian).
Sobhani, M. S. (2007). The Relationship between the Effectiveness of Marketing Information Systems and the Effectiveness of the Strategic Marketing Planning Process in Banks. Master Thesis, Tehran: Institute for Management and Planning Education and Research, (In Persian).
Pierz, J. E., & Robinson, R. B. (2004). Strategic Management. Translated by: S. M. Hosseini, Tehran: Samt Publication, (In Persian).
Xu. Mark, The Strategic Orientation of Marketing Information systems: an Empirical Study, Marketing Intelligence & Planning, Vol.17, No. 6, (1999), pp 262-270.
