Information-analytical System Supporting Marketing Decisions

Abstract

The article discusses the information-analytical system supporting marketing decisions, which has paramount importance in marketing management. It represents a key facilitator in various marketing management processes. The paper proposes the main components of a marketing information system (MIS): an intelligent system of marketing decision or recommendation rules consisting of eccentric components, mathematical criteria, quality and priority criteria; request input/output system, which ensures that data received from the MIS is presented in the form required by the decision-maker (DM). The decision-maker, in addition to the complex marketing task of being responsible for making an effective economic decision, also adds to the burden of being able to evaluate the consequences that may result from the decision.