دور تقنية ونظم المعلومات الادارية في رسم السياسات التسويقية

Abstract

The research takes interest in studying the usage of systems , information technology and its role in marketing policies of the organizations. The National Electricity Corporation is taken as a case study so as to measure the extent of its usage of systems and information technology in its management in general and the marketing in particular. The research also includes analysis of views of some managers of department and divisions about the usage of the National Electricity Corporation of these systems and technology. And in order to do that the research test the following hypothesis: 1. there is a relation between the information systems and effectiveness of the marketing activity. 2. the mangers of the National Electricity Corporation obtain information, which are characterized by accuracy, modernity and adequacy from the information systems in the corporation. 3.Using systems and information technology in the National Electricity Corporation lead to reducing employment cost. 4. Using systems and information technology in the National Electricity Corporation lead to reducing thefts cases. 5. Using systems and information technology in the National Electricity Corporation lead to reducing debts of customers. 6. Using systems and information technology in the National Electricity Corporation lead to reducing Electricity consumption. 7. Using systems and information technology in the National Electricity Corporation lead to reducing Electrical supply failure . In order to test the validity of the hypothesis, the research applies different methods, which extend from the method of the case study and the descriptive method, to the statistical analysis. The research proves the validity of the all hypothesis, beside some other results. The most important of them are: • The absence of the marketing administration leads to the negligence of a number of well-known marketing activities, which play an important role in developing and elevating the serVIce. • There is a correlated relation between the use of systems and information technology from one side and the effectiveness of the marketing activity at the other side. • The use of the systems and information technology leads to the increasing of the rate sale and consequently that participates in increasing the income. Having tested the hypothesizes and concluded the results which he has obtained the researcher suggests some recommendations at the end of this study.