MARKETING INFORMATION SYSTEMS OF ENTERPRISES IN THE CONDITIONS OF GROWTH OF ENTREPRENEURIAL RISKS

Abstract

The article is devoted to the establishment of essential transformations of the concept of marketing information system. The instability of the external business environment, due to political and economic fluctuations in our country, provokes an increase in the level of business risks. The main goal of this article is to reveal the modern essence of marketing information systems and identify the impact on their structure of modern business risks. At the same time, the development of modern technologies and information systems creates the preconditions for the development of new forms of organization of the enterprise and sales. Thus, today, specialists in the field of SMM (Social Media Marketing) are among the most in demand in the labor market. The development of business communication systems creates both new prospects for sales and product promotion, and new risks for business activities and calculations. Accordingly, there is a need to study the transformations of existing and the formation of new marketing information systems in the face of growing business risks. The author analyzes its possible structural elements and offers their own vision. The list of structural elements of the marketing information system is supplemented by components to counteract possible business risks that will arise in the process of its operation. Thus, the main risk in the article is substantiated information risk, which is due to the imperfection of the direct functioning of the marketing information system of the enterprise. One of the tools to increase the efficiency of marketing information systems and, at the same time, counteract possible risks, is proposed to integrate it into the Big Data and Data Mining systems in terms of collecting external information and analytical processing of all data during marketing research. Promising technologies for the organization of modern marketing information systems are characterized by significant efficiency limitations and risks, which are largely due to shortcomings at the level of special methodology using technologies of the format "Data Mining" and "Big Data".