Marketing information system and a research on usage level in Turkey

In an economical society acting changes and innovations quickly; political, social, economical and technologic changes and innovations, causes some changes and radical innovation in marketing area, which generates its strategy and tactics from essence of society in parallel.The subject of this study which is researched first time in Turkey contains the effect of information system in sales&marketing area, the usage level of information system and the areas which the MkIS can be used or which conditions affect MkIS utilization or how the big and key account companies perform the MkIS utilization indicates the importance and necessity of this study.In today?s business world, which competency increased, supply and demand equilibrium shifted in favor of consumers, and customer loyalty reduced, marketing information system (MkIS) is the biggest and vital power for organizations in order to share some values after analyzing and understand their wants, desire, needs demands and value perception.With this thesis, which researches usage level of MkIS in Turkey?s business world, it is aimed to find out what information system usage is parallely interested in size of organization or not, how demographic factors and business objectives affect the MkIS usage, and what are the effects of MkIS on business performances.In accordance with these basic principles and objectives, a theoretical framework has been established through literature review and detailed researches include marketing, management information system and marketing information systems. In order to associate with it, an empiric study was done on the organizations, chosen from different kind of business sizes.In this study, demographic structure of organizations are discussed, effects of marketing managers? characteristics on MkIS awareness, demographic structure of organizations on MkIS usage, and business objectives on MkIS usage are compared, and MkIS usage areas and system efficiency are researched.In the first part of this thesis, marketing essentials are discussed, ithe second section includes the information about MkIS and the relation between marketing are argued. The last section contains the descriptive and detailed relational analysis of this research.As a result of this study, it is seen that the MkIS is necessary for improving communication with internal and external environment and integrating whole business unit with marketing unit. MkIS has a vital role for guiding and helping marketing managers to determine, describe and apply their marketing strategy and tactics well, healthy and quickly.The findings in the application, indicates that employee of companies, capital size and power of the companies, the shareholder type, is related with the MkIS Utilization. The awareness of IS users is paralelly changed with business experience. MkIS is an element not only collects and proceeds the data but also it helps and supports the business way and decision support process. Additionally, MkIS play key role to create, organize, and compensate the marketing mix (4P).