Marketing information systems as approach to enhancing marketing capabilities / a exploratory study of the opinions of a sample of pharmacists working in medicine warehouses/ Mosul city

Abstract

The current study aimed to demonstrate the role of marketing information systems in enhancing marketing capabilities in drug stores operating in the city of Mosul. Marketing information systems were adopted as an independent variable expressed in its dimensions (the system of internal records and reports, the marketing intelligence system, the marketing research system), and marketing capabilities as A dependent variable expressed in its dimensions (dynamic capabilities, adaptive capabilities), in an attempt to answer a research question: “Does the marketing information system contribute to enhancing marketing capabilities?”. Drug stores were chosen as a field for the current study due to their clear reliance on the marketing function in managing its various activities. In order to reach the best solution to the aforementioned problem, the study adopted a hypothetical plan that reflects the nature of the study’s hypotheses, which in turn expressed the nature of the correlations between the study variables and the significance of their dimensions and the paths of influence of the independent variable on the dependent variable. To test these hypotheses, the descriptive analytical approach was adopted, and to collect data, a form was prepared. A questionnaire was distributed electronically and on paper, and the research field for the current study represents the drug stores operating in the city of Mosul, where the work activity of the stores depends on marketing activities in their primary field of work for the purpose of marketing their products of goods and services in the market, and the study population is represented by pharmacists working in the drug stores in the city of Mosul. The number of them is (186) pharmacists, by selecting (121) of them to represent a purposive sample for the study. The data was analysed through a set of descriptive and analytical statistical methods and using the statistical program (SPSS).The study reached a set of conclusions, which in turn confirmed the existence of correlations and significant influence between the variables of the study at the macro and micro levels, as well as the effect of marketing information systems on marketing capabilities. This is a clear indication that marketing information systems are considered an important input to support the marketing activities of the organizations studied and therefore Strengthening their marketing capabilities, and in light of the above conclusions, the researcher presented a set of proposals, the most prominent of which is that organizations should pay greater attention to adopting and enhancing the dimensions that express marketing information systems, in addition to paying attention to the concept of marketing capabilities and adopting the dimensions that express it, in addition to searching extensively for the possible reasons that would Weaken marketing capabilities.