The Role of Marketing Information Systems on Business Firms Competitiveness: Integrated Review Paper from Business Perspective

This review paper point out the role of management information Systems in businesses firms competitive advantage from business perspective. Currently, information systems and technologies are a imperative components of successful and competitive businesses. Information technologies consists of Internet-based information systems are playing a vital and expanding role in enhancing firms economic growth.The experience of organizations' managers needs to be provided with the necessary information to reduce risks and make the most appropriate decisions. Thus, firms turn to information systems for the provision of information as firms asset which supplements decision making and performance of business.For the last three decades, different types of information systems are emerged for different intention, depending on the need of the business firms. In today’s very competitive business world, there are various information systems are emerged such as transaction processing systems (TPS), office automation systems (OAS), managerial information systems (MIS), decision support systems (DSS), and executive information systems (EIS), Expert System (ES) and others that supports decision making at different levels of management. In addition to this, there are several functional business systems which enables functional areas managers to make right decision and support business operation in functional areas of business (marketing, manufacturing and production, human resource, accounting) and cross functional business information livelihood information-processing and decision-making needs of several departments such as Supply chain management systems (SCM), customer relationship management systems (CRM), enterprise resource planning systems (ERP). Each information systems, functional and cross functional systems plays a different role in organizational hierarchy and management operations. To purpose of this review, reviewer collected different information related with marketing/management information system that supports business decision making and enhances firms competitiveness. This review paper study endeavors to explain the role information systems in business organizations competitiveness. Keywords: Business Organ0i0 zation, Competitiveness, Strategic advantage, Information Systems. DOI: 10.7176/JMCR/72-01 Publication date: October 31 st 2020