Особливості управління маркетинговою інформацією виробничого підприємства

Abstract

The article analyses the theoretical and methodological aspects of marketing information management at a production company. Retrospective and current state of the problem concerning providing efficient management of marketing information at domestic enterprises has been studied as well as the interrelation between profitability and the system of effective management of marketing information, the methods of analysis of information and the system of marketing research of a company. There has been developed the scheme of marketing information system which reflects the mechanism of analysis and decision-making in marketing in relation to the marketing information system. The worked-out scheme stands as the basic one when forming an effective strategy of marketing information management at the enterprise. Information systems that allow to automate the marketing activities of a company have also been studied. The implementation of such information provision will allow to reduce the time necessary for making strategic decisions and will help businesses to operate successfully in a changing market environment and respond quickly to changes.