The Perceiced Impact of Business Intelligence Tools on Marketing Success
Abstract: Purpose: The purpose of this study is to analyze the perceived impact of business intelligence tools on marketing success. Methodology: This research has conducted based on a literature study in the field business intelligence and pharmaceutical industry marketing. Primary data has been used in this thesis to evaluate the information technology impact on the market performance for pharmaceutical industries. The SPSS software package is used to analyze the employee responses and statistical technique. Regression analysis is used to check the impact of information technology on market performance. Findings: One hundred fifty questionnaires were given to the employees of 15 different pharmaceutical companies located in Pakistan. Among them, 104 were collected back and 100 questionnaires were considered valid and used for further analysis. After analyzing the data, it was evaluated that information technology has a significant impact on market performance in pharmaceutical industries. According to the stakeholders, strategic planning, organizational support, knowledge management and technological advancement have significant impact on the success of information technology for decision support systems. Research limitations/Implications: More research will be required on the theory presented in this thesis “The Perceived Impact of Business Intelligence Tools on Marketing Success”.
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