Marketing information system in the company Oprema d.d.

Abstract

Cjelovito shvaćanje i istraživanje marketinga javlja se tek polovicom 20. stoljeća. Od tada do danas on poprima sve veći značaj u okviru poslovanja i razvoja svake organizacije. Prema tome, sve više se o njemu govori kao o poslovnoj filozofiji ili koncepciji te kao kompleksnoj interdisciplinarnoj znanosti. Osnova marketinga je marketinški proces koji se odvija u nekoliko faza. Svaka od njih zahtijeva posebnu pažnju, vrijeme i financijska sredstva, a ključ uspjeha jest integracija zaposlenika, postojanje kvalitetnih informacija i optimalne podrške. Kada se govori o podršci marketinškom procesu neke organizacije konkretno se misli na postojanje marketinškog informacijskog sustava koji čini nekoliko osnovnih elemenata. Svi oni su međusobno povezani, a služe procesu upravljanja i odlučivanja na svim hijerarhijskim razinama. Sukladno tome, vjeruje se kako isti biva strateški instrument kvalitetnog suvremenog poslovanja i razvoja organizacija generalno.A complete understanding and research of marketing has been reported in the middle of 20th century. After that period his business and development importance has been continuously increasing. Today, marketing presents an important business philosophy or concept and is been researched as a complex interdisciplinary science. The basis of marketing is the marketing process that has several stages. Each of them requires a special attention, time and financial resources. The key of its success is the integration of all employees, the existence of high quality information and the optimum support. In the context of marketing process support, the special plas has the marketing information system that has several basic elements. All of them are interconnected and serve to the process of management and decision-making at all hierarchical levels. Accordingly, it is believed that it is a strategic instrument of quality modern business and organization development in general