The Effect of Marketing Information System (MKIS) on Sales Growth and Market Share

نوع المستند : المقالة الأصلية

المؤلفون

كلية التجارة جامعة المنصورة

المستخلص

This study aims to investigate the effect of marketing information system on sales growth and market share based on an applied study on tourism companies in Mansoura City from the point of view of their employees. The thesis adopted the philosophy of positivism, the deductive approach, and the method of quantitative analysis as the research methodology. The instrument utilized for data collection was a questionnaire. Subsequently, 113 usable questionnaires were collected from employees of tourism companies in Mansoura City with a response rate of (86%). in addition, SPSS version 26 was utilized to test research hypotheses.

The findings revealed that there is a significant positive relationship between marketing information system and sales growth and market share, also results revealed that there is a significant positive effect of marketing information system on sales growth and market share, and study results revealed that there are significant statistical differences between employees of tourism companies’ respondents in terms of “company establishment, educational attainment, and years of experience” toward marketing information system and marketing performance.

Keywords: MKIS, Marketing Information System, Internal record system, Marketing intelligence system, Marketing research system, Marketing decision support system, Marketing performance.

الكلمات الرئيسية

الموضوعات الرئيسية

مجلة راية الدولية للعلوم التجارية
المجلد 2، العدد 7 - الرقم المسلسل للعدد 7
أثر القيادة الابداعية على الفاعلية التنظيمية: دراسة تطبيقية على العاملين بالوحدات المحلية بمحافظة الغربية
أكتوبر 2023
الصفحة 151-218

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