Global Marketing Decision Support Systems

Possessing appropriate information is becoming the main competitive advantage in doing business on the early 21st century global market. Market information is the key element of designing an efficient marketing strategy on the national, and especially global market, as well as being an inevitable part of business decisionmaking processes. Company manage ment expects reliable information that enables the consideration of all the dimensions of the issue to be decided on. The required information may be based not only on the experience of and assessment by relevant experts and executives, but also on the functioning of the global marketing decision support system. A global marketing decision support system can be understood as coordinated collection of data, systems, tools, skills and techniques with supporting software and hardware, by which a global corporation gathers and interprets relevant information about business operations and environment, and uses it further as the basis for overall global marketing actions. A global marketing decision support system also incorporates individual subsystems, whose coordinated action results in exchanges of opinions between the users and participants in the decision support system, as well as the global marketing environment.