Market Information System in Enterprise Marketing Management Cover Image

Market Information System in Enterprise Marketing Management
Market Information System in Enterprise Marketing Management

Author(s): Genowefa Sobczyk
Subject(s): Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: market information; sources of information; small and medium-sized enterprises;

Summary/Abstract: The functioning of enterprises in the evolving environment creates new challenges in the area of their relationship with the market. Information and knowledge are becoming an increasingly important asset of the organisation. This article aims at presentation of the role and sources of the market information system in marketing activities of the company. To write an article a review of literature was carried out with reference to information management, marketing surveys and author’s own survey studies of small and medium-sized enterprises, which indicate the type, scope and frequency of use of market information. The direct studies of 63 small and medium-sized enterprises present that mostly they use secondary sources of information, which are easily available, without obtaining primary information from marketing research. Increasing the information resources does not fully meet the needs of the company’s market information system.

  • Issue Year: 363/2016
  • Issue No: 4
  • Page Range: 277-289
  • Page Count: 13
  • Language: English
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