Status of Marketing Information System in Medium and Large Size Food Industries

• Main Authors: Shahram Azad, Kiyoomars Sharifi
• Format: Article
• Language: fas
• Published: University of Tehran 2012-09-01
• Series: ‫مدیریت بازرگانی
• Subjects: Food Industries.; Marketing Information Systems; System
• Online Access: https://jibm.ut.ac.ir/article_28565_7354d3f3697a69ee326a210baec2556e.pdf

In this research we seek to recognize the status of marketing information systems and its weaknesses in medium and large size food industries. We abandoned all organization diagnosis models and conducted Mcleod and Rogers Model as one of the most popular models in similar researches. Since marketing affairs is more important and sensible in food industry than others, the research was done in this sector. We collected data by a questionnaire developed based on the research model with a sample of 120 people consisting of marketing managers and expertise from the statistical society. After data analysis and recognizing the status of marketing information systems, we brought up some solutions to improve the weaknesses in two government and industry levels. Some of the big weaknesses are using old hardware, diagnoses in marketing operations, not having enough support from executive managers and enough accessibility to marketing information resources.