Marketing Information System and Its Impact on Marketing Strategic Decision Making: An Analytical Study on a Sample of Five-Star Hotels in Jordan

Abstract

The research aims to identify the impact of the marketing information system in decision-making and strategic marketing in addition to the impact of the decision makers and strategic marketing properties as a variable rate on the relationship between the marketing information system and decision-making and strategic marketing for a sample numbered (10) hotels five-star hotel in Jordan . The sample consisted of senior management and the central working in those hotels deliberate. The number of the unit of analysis has reached Search (167) individuals for research purposes by adopting the manner of the questionnaire as a tool in data collection. After the analysis of research data and hypotheses research found a number of results was most notable is the presence of a statistically significant effect when the level of significance (a £ 0.05) for the elements of the marketing information system (internal database system and marketing research system and information system analysis) on the decision-making strategic marketing. Research has recommended a number of recommendations, The hotels under study for activating the use of mar- keting information system for being an important basis for the collection of data and information on guests, and explore the market and marketing opportunity. And that this is the activation by focusing on marketing and marketing intelligence because of their impact effectively strategic marketing decisions taken by senior management and the Central Research system for hotels.