| The study examines the Impact of Marketing Information Systems on the Effectiveness of Marketing Decisions of Yemen telecom co mpanies.The study population consists of all the telecom companies in Yemen.The research targets are the General Managers,Department Managers and the Marketing Managers.The researcher used the descriptive analytical method and utilized both primary and secondary sources for data collection.The researcher retrieved 112 of the 120 distributed questionnaires,after the exclusion of 8 questionnaires due to careless answers.Forming a recovery percentage of 93.33%.The researcher used qualitative data analysis methods.The Data analysis made utilizing(SPSS 23).The research results show that the level of interest in using and providing the requirements of the marketing information systems(internal records,marketing research,and intelligence)in the Yemeni telecom companies is clearly positive.The interest of the internal records requirement as one of the activities of the marketing information systems by the concerned employees in the Yemen telecom companies is clearly positive.The level of use of marketing intelligence in collecting information about competitors,competing products and inventions in the study sample was positive.The study also showed that the level of interest of use marketing research requirement in the collection of information which they are interest to their companies,conducting studies of markets and customers and any requirements for the development of their services or any necessary information in the Yemen telecom companies researched was positive.The researcher recommends that the companies should train the employees to use the internal records available in the company.In addition,the banks should enhance the use of marketing intelligence,increase the budget allocated for marketing research,and get more information from outside sources rather than depending only on internal source of information. |
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