Resumen

CANEDO A., Ximena Alejandra. Importancia de los sistemas informáticos en la toma de decisiones del marketing de las empresas afiliadas a la CAINCO Chuquisaca. Investigación y Negocios [online]. 2017, vol.10, n.16, pp.243-253. ISSN 2521-2737.

Abstract With the advent of current technology, as with several other fields, decision-making process need to be adapted. Businesses, regardless the extent, need to re-evaluate their current tools and mechanismsif they wanttobecompetitive in the market. The goal of the present study is to determine the degree of integration of Information Systems (IS) on marketing decision-making in local businesses affiliated to CAINCO-CHUQUISACA. Results show that IS are used in a low percentage and, moreover, they are only used for basic tasks. However, businesses that do incorporate IS into their process, consider them as a valuable asset and make them partof their strategicdecisions. Thismight be encouragingto businesses that do not integrate IS to their decision-making process, as they can helpachieve their commercialgoals and at the same time optimize their data management. Adopting current trendsin marketingdecision-makingisa requirement tobecompetitiveintoday's market environment, and willgive businesses the opportunity to properly select their markets, developtheiroffersand improve their managerial planning.

Palabras clave : Information Systems; Marketing; Decision-making.

        · resumen en Español     · texto en Español     · Español ( pdf )