Abstract
The article presents concept of the basics of qualitology and grey incidence clustering model application in the recognition and assessment of marketing information quality. In the first part of the paper, the concept of qualitative (qualitological) modelling of marketing information quality is explained. The issues of quality, marketing information quality and the evaluated marketing information quality are presented. Several steps are specified to recognize and asses the marketing information quality. In the presented concept, an innovative solution is an integration of the fundamental qualitative principles, operations and methods with the grey incidence clustering model. The developed concept facilitates the recognition of the marketing information quality in a systematic (holistic) manner, considering the state of features belonging to marketing information and their structure. The results presented constitute the basis for further research on quality management of the company’s marketing information. The developed methodological solution was applied in a chosen industrial company. In the last part of the paper, directions for further research in the field of marketing information quality management in industrial companies are specified.
Highlights
The issue of marketing information quality management in industrial companies was selected for the conducted research
The structure of marketing information quality is studied with the application of grey incidence clustering model
The possibility to identify the structure of marketing information quality and indicate the recommended activities leading to marketing information quality improvement in a holistic perspective have been confirmed
Summary
The issue of marketing information quality management in industrial companies was selected for the conducted research. Management of the company’s relations in a complex and dynamically changing market requires the so-called new generation competences, enabling to create cross-functional organizational knowledge (Korhonen-Sande and Sande 2014; Spychała et al 2017) and effective adaptation of the enterprise to the changing conditions of the market environment (Rajnoha 2014; Szafrański et al 2019). In the aspect of marketing cognitive activities this refers to management of marketing information which is created by various people form organizational units of the company (Lu et al 2007). This work integrates the principles of quality management with marketing to prepare a concept of cognition and assessment of the quality of marketing information created as a result of an industrial company’s marketing communication processes with entities from the market environment. The set of information features and their states will be subject to standardization, largely dependent on the standardized procedures of the whole management process, while the issue of the human factor will affect its variability, related to a significant level of uniqueness and diversity (Bruhn and Georgi 2006)
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