MARKETING INFORMATION SYSTEM AND MANAGEMENT DECISION MAKING IN MANUFACTURING ORGANIZATIONS IN NIGERIA
Keywords:Marketing information system, internal records system, marketing intelligence system, marketing research system, management decision making, strategic decision making, tactical decision making and operational decision making.
This study examined marketing information system and management decision making in manufacturing organizations. The aim of the study was to determine the relationship between the components of marketing information system (internal records system, marketing intelligence system marketing research system) and management decision making. All the major variables were reviewed in the literature while the Organizational Information Processing theory (OIPT) propounded Jay Galbraith (1973) provided the basis for the theoretical framework of this study. The study adopted a descriptive survey design where data were collected from managers and marketers of some manufacturing companies in Port Harcourt. The sample of 126 managers and marketers was used for the study. A structured questionnaire was used as the main instrument for data collection. The data collected were analyzed statistically while the formulated hypotheses were tested using the Spearman Rank Order Correlation. The Statistical Package for Social Sciences (SPSS) version 21.0 was used to compute the Spearman Rank Coefficient of Correlation. The findings revealed that internal records system has a positive and significant relationship with management decision making. The study also found a significant relationship between marketing intelligence system and management decision making. A significant relationship was also reported between marketing research system and management decision making. From the above findings, it was concluded that marketing information system significantly enhance management decision making in manufacturing organizations. Based on the findings and conclusion, it was recommended that manufacturing companies in Nigeria especially those that are yet to establish a well functional marketing information system should do so immediately as it would provide adequate and detailed information needed by management for effective decision making.