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BUSINESS INFORM №7-2014

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67

Section: Management and Marketing
UDC 339.138:659.1
Iakovenko T. I., Pedchenko N. S.
Marketing Information System as a Condition for Effective Marketing Performance of Advertising Industry Companies (p. 384 - 388)
The aim of the article is to study the marketing information system as a condition of providing effective marketing performance of companies in advertising industry. The article examined the concept of system, analyzed the existing subsystems of marketing information system, their definitions and sources. The study found that the system of marketing information of advertising industry companies consists of well-established inter-related elements: marketing environment; marketing professionals; subsystem of marketing information, each of which is responsible for the individual questions. In particular, the subsystem's internal reporting is responsible for a set of methods for the analysis of marketing data, consisting of a statistical bank and a bank of mathematical models; analysis subsystem of marketing information (analytical system, the system support marketing decisions) – for design, data collection, processing and analysis of data, which require a special study of a specific marketing situation for the adoption of specific management decisions on product-market strategy of the company in advertising industry; subsystem of marketing research – for a complex of sources, instructional techniques and procedures used to obtain daily information about the various events taking place in the market; a collection subsystem of external current marketing information – for the presence of the data provided in the form of accounting and statistical reporting, operational and current production and scientific and technical information.
Keywords: system, the marketing information, marketing activity, efficiency, enterprise advertising industry
Fig.: 2. Bibl.: 15.

Iakovenko Tetiana I. – Postgraduate Student, Department of Economic Cybernetics, Poltava University of Economics and Trade (3 Kovalia Str., Poltava, 36014, Ukraine)
Email: [email protected]
Pedchenko Natalia S. – Doctor of Sciences (Economics), Professor, Pro-rector, Poltava University of Economics and Trade (3 Kovalia Str., Poltava, 36014, Ukraine)
Email: [email protected]

Reference to this article:
Iakovenko, Tetiana I., and Pedchenko, Natalia S. (2014) “Marketing Information System as a Condition for Effective Marketing Performance of Advertising Industry Companies.” Business Inform 7:384–388.

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