Influence of MIS components on efficiency of e-marketing strategies: Evidence from telecommu-nication organizations in Jordan

Abstract

The study aimed to highlight the role of management information system (MIS) and its components in improving the effectiveness and efficiency of e-marketing strategies in telecommunications companies in Jordan. By relying on the quantitative methodology and by dealing with the questionnaire as a research tool, 131 individuals from the marketing departments in the organizations under study responded, and after the analysis, the study demonstrated an impact of MIS and its components on e-marketing strategies by influencing how and the mechanism of data processing and presentation as information that contributes to making the most appropriate marketing decision. The study also proved that all components of MIS have an impact on e-marketing strategies, most of which were “human resources” or people, which proved that the efficiency of individuals and their ability to deal with technology carries significant effect on the effectiveness of MIS in managing and organizing e-marketing strategies. The study recommends the necessity to focus on human resources with STEM skills, namely science, technology, engineering, and mathematics in order to ensure the best outcomes of MIS.