مساهمة الاستخبارات التسويقية في النظام المعلوماتي التسويقي بالنؤسسات الاقتصادية الجزائرية

Abstract

The importance of marketing information systems and the need for their presence in our institutions is a strong reason for their survival in environmental conditions characterized by strong competition, in addition to globalization and organizational change and what information and communication technology has brought about, which has contributed a lot to changing the management of projects, especially marketing ones, and how to reach them to satisfy the needs and desires It provides its customers with value-added offers that make them realize the positive difference, in order to achieve their satisfaction with it and to maintain satisfied customers. الملخص 79 And in the wake of the great reality of the rapid changes in the business environment and the challenges faced by the institutions Many quickly adopted marketing information systems with its sub-systems represented in the marketing reports and records system and the marketing intelligence system, which requires helping them to adapt well to these challenges. Many of them have realized the importance of having an integrated system, whose inputs are represented in the available data and ensuring their integration to achieve Serving the customer and bringing him thanks to the value provided to him, and the operations of this system try to establish a relationship of mutual value and maintain and develop this relationship in a way that guarantees the customer’s gain for the longest possible period while achieving his permanent and strong loyalty to the institution, and this is what represents the outputs of this marketing information system.