Measuring the Effectiveness of Marketing Information Systems by Strategic Approach

In new world, some part of companies’ business processes being performed via information systems; However its role and impact on strategic planning process compilation and implementation is not so clear. In conceptual model of this research, time, figure and content have been supposed as marketing information systems output, whereas goal setting, situation analysis, strategy compilation, resource allocation as elements and factors for measuring efficiency of strategic planning process. In this respect, a questionnaire prepared in order to gather and analyse the view points of managers and experts which are engaged in marketing policy making or information technology departments in banks of the country. The results showed that, output contents of marketing information systems have a significant impact on efficiency of strategic marketing planning process.