Abstract
The study aimed to highlight the role of management information system (MIS) and its components in improving the effectiveness and efficiency of e-marketing strategies in telecommunications companies in Jordan. By relying on the quantitative methodology and by dealing with the questionnaire as a research tool, 131 individuals from the marketing departments in the organizations under study responded, and after the analysis, the study demonstrated an impact of MIS and its components on e-marketing strategies by influencing how and the mechanism of data processing and presentation as information that contributes to making the most appropriate marketing decision. The study also proved that all components of MIS have an impact on e-marketing strategies, most of which were “human resources” or people, which proved that the efficiency of individuals and their ability to deal with technology carries significant effect on the effectiveness of MIS in managing and organizing e-marketing strategies. The study recommends the necessity to focus on human resources with STEM skills, namely science, technology, engineering, and mathematics in order to ensure the best outcomes of MIS.
Highlights
Nowadays, the concept of information and its organization has become an integral part of the organizations that rely on it to organize its internal and external operations, in addition to improving the outputs of implementing their strategies and organizing their relationship with clients (Lin & Chiang, 2016)
According to Altmann and Linder (2019), with the continuous development of the foundations for dealing with information and updating the systems of exploration and dealing with this information, which kept pace with the great momentum of information and the development of the Internet and the technology related to it, organizations are required to adopt more organized and stable foundations in order to manage their information in the way it becomes this information more useful to it, which led to the emergence of what is called Management Information Systems or management information system (MIS) (Martell, 2018)
What gave the impact of MIS on emarketing strategies is its enjoyment of a modern electronic character through the combination of information technology, computer science and management, and this is consistent with some studies (Freihat, 2012; Albuquerque et al, 2018; QuesadaPineda et al, 2017; Vyas et al, 2014) on the impact of MIS on electronic practices in organizations, as it helps in solving problems and obstacles and dependence on the various applications in the collection of information, in addition to the possibility of permanent development and the fact that there is no certain modernization limit for such applications, but there is a permanent possibility of updating according to the capabilities of the organization of devices, users, programs and tools
Summary
The concept of information and its organization has become an integral part of the organizations that rely on it to organize its internal and external operations, in addition to improving the outputs of implementing their strategies and organizing their relationship with clients (Lin & Chiang, 2016). According to Altmann and Linder (2019), with the continuous development of the foundations for dealing with information and updating the systems of exploration and dealing with this information, which kept pace with the great momentum of information and the development of the Internet and the technology related to it, organizations are required to adopt more organized and stable foundations in order to manage their information in the way it becomes this information more useful to it, which led to the emergence of what is called Management Information Systems or MIS (Martell, 2018) Both Ali (2019) and Yordanova (2018) indicated that IT plays a prominent role in the internal and external operations of organizations that depend on information technology, as it greatly contributes to supporting the different managerial processes according to various foundations and standards for each department. This transformation comes from the various organizational, managerial and decision-making processes that take place within the organization and that they carry out by relying on many tools, plans and strategies, including MIS as confirmed by Singh (2017)
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