Information systems in marketing have an orientation toward the future of people, equipment and procedures, whose purpose is the storing and processing a set of information able to help in the correct decisions of the marketing, according to their respective marketing program management. The importance of information systems lies in enabling a methodical guidance and adequate coordination of available resources, more rapid identification of problems and quantitative assessment of the results. Since then, as it is natural, they have certain problems of application that are fundamentally linked to the psychological nature of marketing executives. The a marketing executive success will depend heavily on factors such as: ability to respond to external factors of a marketing system, which is in a permanent process of change and the correct use of controllable resources by the company to adequately adapt to the external environment. We must not forget that the implementation of a marketing information system is a tool of great utility, a marketing executive of a major company in a highly competitive market, where each time is more taken into account, which frequent that is increasingly more frequent to perceive that shorter are product life cycleswhich makes you may need to make fundamental marketing decisions in brief, guaranteed of a good information system time periods that provide data that helps give way to assertive plans of implementation and success; adding to all this that consumers increase their demands in relation to the quality of products and levels of information they receive about the same, which obliges to be constantly aware of itself the product or service being offered complies or not with the expectations of the market. The fact, that the volume of information available is growing so explosively that it is necessary to handle it and process it in an automated manner to obtain the appropriate benefits thereof. Marketing activities become more and more complex because of its physical size due to the increasing internationalisation of markets, by the need to know more deeply the needs and wishes of the consumer, and need to know which products and customers are profitable and which are not.
Definitely, the proper use by marketing, information systems management, provides a number of tangible benefits in the company’s operations such as; Reduction of operating costs. Immediate availability of the information. Instant exchange of results. Speed of decision-making. Constant updating of the database.
Greater efficiency. More and better services to customers. Increase in the efficiency of the sales force. Retain the dominance of the market by the leader. Retain casual or occasional customers. Increase in time the potential of each customer value conclusions companies must identify themselves increasingly with the relevance, importance and scope that is derived from market information systems and not forget, that a system of information emanates from the company towards the Middle environment (market) consisting of data themselves and in the promotion of the product and the company.