Investigating the Role of Marketing Information System in Strategy Planning Process: a Case Study of Melli Bank Branches in Tehran Province

Abstract

Due to possessing direct relation with environment and its changes, marketing sector can access this information and subsequently, it can well play its role in strategy planning process of organizations. The purpose of the present study is to investigate the role of marketing information system in strategy planning in Melli Bank. The population of the study included 126 branches of Melli Bank of Tehran. The required data was gathered using a researcher-made questionnaire. Using the experts’ opinions and Cronbach’s alpha, the questionnaire validity and reliability (0.89) was evaluated. The questionnaires were distributed among 100 senior managers of the banks. The obtained results revealed that there is a significant relation between four dimensions of marketing information systems (internal records system, marketing information bank, competitive information systems, and special systems of CRM) and strategy planning process. Further, the results indicated that marketing database is the most important component of strategy planning process.