MARKETING INFORMATION-SYSTEMS IN THE TOP US COMPANIES - A LONGITUDINAL ANALYSIS

Marketing information system (MKIS) has been the nerve center of a mar keting organization in corporate America. To measure its strengths and weaknesses, one may use its overall status in industries as a yardsti ck. The objective of this effort was to determine the overall status o f MKISs in top U.S. companies. In order to identify the progress of MK ISs, the findings of this study are compared to those of a similar stu dy made in 1985. Apparently, MKISs today are more sophisticated than b efore and that MKIS usage has increased. However, many companies are n ot utilizing the latest information technologies and many marketing ma nagers are not satisfied with their MKISs. The study further discusses possible reasons for the progress and recommends several actions thro ugh which the companies may shape the future of their MKISs.