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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

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BUSINESS INFORM №11-2016

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72

Section: Management and Marketing
UDC 339.138
Chernenko O. V.
The Architectonics of the Marketing Information System in Terms of the Information-Communicative Environment (p. 433 - 440)
The article is aimed at studying the characteristics of marketing information provision of enterprise, which is operating in the information and communication environment. The article allocates the factors under impact of which information processes at enterprise would undergo significant changes: increasing amounts of information, development of network communication channels, increase in the number of terminal devices, development of cloud computing, spread of data mining technology, development of the market of marketing technologies. The architectonics of the marketing information system, which is adapted to the characteristics of the new environment and provides to trace the process of formation, nature and courses of information, has been proposed. In particular, in the structure of marketing information system the communication bus has been allocated that connects each element of the system with all other elements, as well as provides its connection with external environment and performs the functions of search, retrieval, movement and distribution of data and information. Prospects for further research is development of the organizational-economic mechanism for reforming the marketing information system of industrial enterprise.
Keywords: marketing information system, information society, information and communication environment, communication channels, communication bus, information processes, marketing and information provision
Fig.: 1. Tabl.: 2. Bibl.: 27.

Chernenko Oksana V. – Senior Lecturer, Department of Industrial Marketing, National Technical University of Ukraine «Igor Sikorsky Kyiv Polytechnic Institute» (37 Beresteiskyi Ave., Kyiv, 03056, Ukraine)
Email: [email protected]

Reference to this article:
Chernenko, Oksana V. (2016) “The Architectonics of the Marketing Information System in Terms of the Information-Communicative Environment.” Business Inform 11:433–440.

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