The formation of a marketing information system on the industrial enterprise
Journal Title: Економіка: реалії часу - Year 2016, Vol 3, Issue 25
Abstract
Purpose: The information support of marketing activity of industrial enterprise is expected to lay the foundations of economic efficiency at all stages of creation, production and realization of goods subject to the requirements of industrial and consumer markets. The aim of the article is the use of modular approach to the formation of a marketing information system and its implementation to a common information system for efficient use of information when making management decisions about the release of goods in an industrial plant. Methods: The author emphasizes that the information system of marketing activity of industrial enterprise is directly connected with the structure and components of its internal business process which is the main activity of the enterprise. The paper presents the concept of formation of information system by stages of the business process of an industrial enterprise for the creation and implementation of the product. A modular approach to the development of the information system uses, on the one hand, the functional principle of accumulation of information. Another principle of formation of information modules is the compliance of information of the structure of the business process. Information together with relevant modules of the information is formalized in a convenient way and is verified to further the effective use by the single center of information support. Results: The paper proposed a modular approach to the formation of a marketing information system as part of the overall information system of an industrial enterprise. The structure of the enterprise information system can be formed, on the one hand, by combining modules of input, internal and output base and, on the other hand, involves the segmentation of information modules by phases in the business process of the enterprise – the creation and implementation of the product.
Authors and Affiliations
Victoria Atiushkina
Keywords
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