Information systems in marketing planning: in search for competitive advantage

Abstract

Information is an important input to perform the different activities of marketing administration. This paper presents a an investigation of the opinion of 116 MBA students at the University of Anhembi-Morumbi, who used to work for Brazilian and multinational organizations from several sectors, in order to examine the importance of formal, integrated and continuous marketing information systems (MIS) in the process of marketing strategy planning in these types of organizations. The results of the empirical study show the importance of the MIS to marketing planning, as well as the possibility of obtaining a competitive edge through the use of a marketing information system.