RELATIONSHIP BETWEEN MARKETING INFORMATION SYSTEM AND PERFORMANCE OF SMES IN MALAYSIA
Abstract
Purpose of the study: The study sought to examine the relationship between marketing information systems and the performance of SMEs In Malaysia
Statement of the problem: The performance of the SMEs in Malaysian has not been much effective. Some of the SMEs have liquidated their operations due to low sales. It was noted that around 65% of the SMEs cease operations before three years in operations. Thus, the study sought to investigate the reason behind the majority of the SMEs not surviving for long. Therefore, the study examined the relationship between marketing information systems and the performance of SMEs in Malaysia.
Research Methodology: The study was literature-based. The inferences of the study were based on the findings from the preceding studies.
Research Findings: It was found that the marketing information system has a positive effect on the performance of SMEs in Malaysia. The study indicated that a marketing information system is a management information system designed to support marketing decision making. Marketing information system plays an essential duty in increasing the efficiency of financial performance to the business in highly competitive markets through providing the needed information for the different administrative levels.
Conclusion: It was concluded that the marketing information system is potent in ensuring the performance is enhanced among the SMEs. The marketing information system is essential in increasing sales and firms can use various techniques, networks, and approaches to promote their products. The study further concluded that companies with reliable and efficient advertising and marketing details systems tend to create competitive items that will fulfill existing and potential buyers' demands in the market, thus more sales.
Recommendations: The study recommended that SMEs should enhance the use of marketing information systems. The marketing details system allows the organization to evaluate the market correctly and acquire details needed to critically examine its possibilities and select its target audience to make most of its profit.
Keywords: Marketing information system, performance, SMEs, Malaysia
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