Sistem informasi pemasaran yang menghasilkan competitive advantage pada PT. TJ di Surabaya

Widjojo, Liurianti Honggo (2003) Sistem informasi pemasaran yang menghasilkan competitive advantage pada PT. TJ di Surabaya. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Nowadays, competitive advantage refers to the use of information to gain leverage in the marketplace. Data and information are superior conceptual resources and can be used as well as physical resources in meeting the strategic objectives of the firm. This thesis entitled "Marketing Information System that Creates Competitive Advantage in TJ Company Surabaya" is to learn the implementation of Marketing Information System at TJ Company Surabaya in its efforts to compete with other companies in the same business. The analysis used in this study is qualitative method in which the object data come from the management of TJ company, distributors (customers), suppliers, and competitors as the sources of the data. Research has therefore been made to find ways to eliminate those weaknesses detected in the system. Through documentations, observations, and interviews, the result of the analysis showed that the system employed did not provide complete information in a fast manner for the user because there were still many operations used manually. The results of the analysis also showed that Accounting Information System, Marketing Research Subsystem, Marketing Intelligent Subsystem integrated can produce the qualified outputs (Product Subsystem, Place Subsystem, Promotion Subsystem, Integrated-mix Subsystem). Therefore, good Marketing Information System Structured hopefully will make database always available to support management in making a right decision. Qualified outputs resulted from the Marketing Information System will move toward continuous improvement on competitive advantage in the long run.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Marketing information system, competitive advantage
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 01 Jun 2015 08:29
Last Modified: 01 Jun 2015 08:29
URI: http://repository.wima.ac.id/id/eprint/2275

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