There are several types of technologies that exist in businesses to assist in marketing management decision making. Marketers have to deal with price, product, promotion and place. To help with each different marketing factor, different business information systems have been developed. Diagram 1 shows businesses core competencies and the roles that marketing plays and the importance of an effective Business Information System (BIS).
Diagram 1. Business Core Competencies
Pricing decisions can be supported by systems such as online analytical processing used by major companies such as Microsoft (http://msdn.microsoft.com/sql/bi/analysis/). A system such as this assists basing price to remain competitive in the market place.
Another example of a marketing information system is based on sales force automation. This allows a business such as Maybelline to monitor the routine parts of a sales person’s job (Wiley, 2005).
Analysis profit is also of importance to marketing......
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