Marketing Information System: A Qualitative Approach in the Natura Company
DOI:
https://doi.org/10.24883/IberoamericanIC.v9i3.329Keywords:
Marketing Information System, Decision-Making, Marketing Strategy, Natura, Market IntelligenceAbstract
Objective: The study aims to analyze how the Marketing Information System (MIS) aids decision-making in marketing within the cosmetics company Natura.
Method: A qualitative, exploratory approach was used, employing a case study based on Natura. Data were collected through semi-structured questionnaires with various marketing and business leaders within the company. Responses were compared against relevant theoretical frameworks.
Results: The results indicated that MIS plays a crucial role in decision-making by gathering, processing, and transforming data into actionable knowledge. Both internal and external data sources were deemed important, with significant reliance on consultants and market trends to improve competitiveness. The system also helps in identifying market opportunities and threats, ensuring strategic positioning.
Conclusion: The study concludes that the MIS contributes significantly to the success of marketing strategies at Natura by providing essential information for informed decision-making. However, challenges such as data fragmentation and access issues were identified, suggesting the need for better integration and training across departments.
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