Propuesta de Diseño de un Sistema de Información de Marketing para la Empresa Electroquímica de Sagua
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Fecha
2007-07-24
Autores
Dorronsoro Izquierdo, Norelys
Trujillo Varona, Nielys
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Universidad Central “Marta Abreu” de Las Villas
Resumen
En la actualidad, el Marketing significa una relevante actitud gerencial en la conducción de los negocios, en el cual, el centro de atención por excelencia es el cliente.
En este contexto las personas que toman las decisiones han comenzado a comprender que la información no es sólo un subproducto de la conducción empresarial, sino que a la vez alimenta a los negocios y puede ser uno de los tantos factores críticos para la determinación del éxito o fracaso de éstos.
Los Sistemas de Información y las Tecnologías de Información han cambiado la forma en que operan las organizaciones actuales. A través de su uso se logran importantes mejoras, pues automatizan los procesos operativos, suministran una plataforma de información necesaria para la toma de decisiones y, lo más importante, su implantación logra ventajas competitivas o reduce las ventajas de los rivales.
Por lo que se justifica el interés que ha despertado el tema referido y se ha realizado una propuesta de diseño de un Sistema de Información de Marketing para mejorar la Gestión Comercial en la Empresa Electroquímica de Sagua.
Para ello se ha realizado un análisis bibliográfico sobre la Gestión de Marketing y el Sistema de Información de Marketing en si, además se ha caracterizado el estado actual de la Empresa y por último se diseña la metodología, de forma tal que logre la efectividad del Sistema de Información de Marketing en la Empresa Electroquímica de Sagua.
Nowadays, Marketing means a relevant gerencial attitude in business conduction, in which the target by excellence is customer. With this concept, the people that make decisions, have began to understand, that information is not only a sub product of empresarial conduction, but at the same time feeds business, and it can be one of the many critical factor to determination of success or failure of these. The Information systems and Technologies information had changed the way in which now organizations work. By mean of it use, they achieve important improvement, because it automates operative possess, supplying an information platform of decisions, and most important, it implantation makes competitive advantages or decrease rivals possibilities. Therefore the interest has awaken in the aforementioned topic is justified, and they have made a design proposal of an “Information Marketing system”, in order to improve the commercial administration in Sagua’s Electrochemical enterprise (Empresa Electroquímica de Sagua). In order to this, a bibliography analysis about Marketing administration, and Marketing information system itself, had been carry out. Besides annual resume of the enterprise have been characterised and finally the methodology is design in such a way, that makes the effectiveness of marketing information system in Sagua’s Electrochemical enterprise enterprise (Empresa Electroquímica de Sagua).
Nowadays, Marketing means a relevant gerencial attitude in business conduction, in which the target by excellence is customer. With this concept, the people that make decisions, have began to understand, that information is not only a sub product of empresarial conduction, but at the same time feeds business, and it can be one of the many critical factor to determination of success or failure of these. The Information systems and Technologies information had changed the way in which now organizations work. By mean of it use, they achieve important improvement, because it automates operative possess, supplying an information platform of decisions, and most important, it implantation makes competitive advantages or decrease rivals possibilities. Therefore the interest has awaken in the aforementioned topic is justified, and they have made a design proposal of an “Information Marketing system”, in order to improve the commercial administration in Sagua’s Electrochemical enterprise (Empresa Electroquímica de Sagua). In order to this, a bibliography analysis about Marketing administration, and Marketing information system itself, had been carry out. Besides annual resume of the enterprise have been characterised and finally the methodology is design in such a way, that makes the effectiveness of marketing information system in Sagua’s Electrochemical enterprise enterprise (Empresa Electroquímica de Sagua).
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Palabras clave
Marketing, Empresa Electroquímica de Sagua, Sistema de Información, Mercadotecnia