The Effect of Marketing Information System on Sales and Market Share. An applied study on Tourism companies in Mansoura City from point of view of their employees

      Аннотация: This study aims to investigate the effect of marketing information system on sales growth and market share based on an applied study on tourism companies in Mansoura City from the point of view of their employees. The study adopted the philosophy of positivism, the deductive approach, and the quantitative analysis method as the research methodology. The instrument utilized for data collection was a questionnaire, the researcher communicated with the employees of each company face-to-face to boost the response rate of the questionnaire. Subsequently, the researcher directed the questionnaire to 141 employees, only 122 of them were collected with a response of 86%, finally 113 questionnaires were statistically valid and free of missing data, while the other 9 were invalid. The questionnaires were collected from employees of tourism companies in Mansoura City. In addition, SPSS version 26 was utilized to test research hypotheses.

Ключевые слова: Marketing Information System, Internal record system, Marketing intelligence system, Marketing research system, Marketing Decision Support System, Marketing Performance