System informacji marketingowej, obszary decyzji i źródła informacji

Abstract

The article demonstrates problems related to the design of an information system for a company. It is found that the effectiveness of the system is determined by the degree of correlation and compatibility with a company's environment and with the information requirements of various Management levels. The Marketing Information System (SIM) which evolved from other information systems, is a subsystem of a company's Information Management System. Modern marketing information system are strictly connected with information systems, which make possible unlimited production of information and data. The question which then arises is how to connect SIM with a company's decision areas in order to limit the production of unnecessary data.