General Characteristics, Role and Importance of International Marketing Information System

Stanetić, Vedran (2011) General Characteristics, Role and Importance of International Marketing Information System. Economic analysis, 44 (3-4). pp. 69-81. ISSN 1821-2573

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Abstract

Information flow from the company to the market, and contrary also, enables effective communication of the subject with the environment. Formalizing and directing that kind of flows emanates information systems. The task of such systems is constantly refreshing the content of the information flow. This ensures that company`s decisions, which would be undertaken, are adequate and in the right time. Information systems find their application in almost all areas of business. Maybe the most interesting of them are marketing information systems. However, such systems are often considered a substitute for marketing (market) research, or if there are undertook marketing (market) research, then there is no need for marketing information system. This paper seeks to prove the opposite, that these two concepts are not identical, and therefore not mutually exclusive but rather complementary and compatible. Since the operations of business entities are increasingly becoming regional or global, that makes sense to talk primarily about international marketing information systems. Local business levels should be regarded only as a fragment of the total portfolio of markets. The last statement is valid especially if the domicile market is not sufficiently large for profitable production or if it is under‐developed.

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