Inteligência competitiva e marketing como suporte de apoio para o sucesso organizacional: o contexto do sistema de informação.

Abstract

The change frantic attacking the business environment does not allow executives to choose only from experience and insight, without the existence of reliable information. Accordingly, the moderns information systems enable the collection and processing of data in order to meet the continuing demand for information in timely and quality. This research aimed to examine to what extent the marketing information systems contributes to organizational success. The types of research were carried out the exploratory and descriptive. The unit of analysis was the executives of high or medium level. The universe of 104 companies involved carrying large, medium and small sectores of the service and trade, all located in the city of Campina Grande. The sample was census. For the data collection was used to interview in depth. The approach of the data involved the qualitative and quantitative perspective. Among the main results: there is a better infrastructure of information systems in enterprises of trade comparing to the ones services; there is bit support in the promotion mix; promotion and sucess was correlation; and consensus between the companies, the dynamics of the market. The main conclusion was the existence of correlation between the performance of the marketing information system and organizational success.