MARKETING INFORMATION SYSTEMS: A TOOL TO BUILD COMPETITIVEADVANTAGE FOR ORGANIZATIONS

This study evaluated the possibility of applying a marketing information system (MIS) - to build competitive advantage for organizations, concluding about its usage to reach this goal. Researching the main concepts and its relationship, it was noticed how severe is the information need for marketing professionals. Based on this fact, a systemic way to collect information from reliable sources was researched, in order to observe how an organization can reach a competitive advantage based on information technology application. MIS outcomes could allow analysis that lead to better decisions on marketing planning in order to allocate the best resources aiming customers' retention.