The Effect of Marketing Information Systems in Establishing Competitive Strategies in Dermo-Cosmetic Companies

Document Type : Original Article


1 Unit 7, Floor 4 , No 5, Moslem Hosein Mardi St , Milade noor Alley, Tarasht, Tehran, Iran

2 Assistant Professor, Department of Accounting, College of Humanities, Islamic Azad University, East Tehran Branch , Tehran, Iran

3 Graduate Student of Free Tehran West


Nowadays marketers complain about the lack of correct information or large amount of misinformation. The problem that managers deal with is not shortage of knowledge, but massive information. To overcome this problem, a good marketing information system balances the information users really need and what is feasible to offer. The objective of this study is to investigate the effect of marketing information systems in formulation of competitive strategies with the role of cultural strategies in case study of dermo-cosmetic companies. Population of the study consisted of 500 managers of dermo-cosmetic companies from Tehran city. Using the Cochran formula, 218 samples were evaluated. Data was collected through self- administered questionnaire which consisted of 44 items. The face and content reliability of the research were evaluated by 30 experts and the validity was examined by preliminary test with 30 subjects for all variables and it was higher than (0.7) which is considered acceptable in this research.