The Role of the Dashboard in Improving Marketing Decisions in the Algerian Economic Firm

Yagoub Asma, Benlakhdar Mohamed Larbi and Bouanini Samiha
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Yagoub Asma: University of Bechar, Bechar, Algeria
Benlakhdar Mohamed Larbi: University of Bechar, Bechar, Algeria
Bouanini Samiha: University of Bechar, Bechar, Algeria

International Journal of Business and Administrative Studies, 2017, vol. 3, issue 6, 209-216

Abstract: The main aim of this study is to highlight the role of the dashboard in the company’s management through its characteristics, such as status, content, presentation, periodicity, consistency, and quality of the dashboard. These characteristics play a great role in the improvement of decision-making in marketing mix. This later cannot be done only by following the decision-making steps and considering the dashboard as an effective and essential tool in directing, controlling, and recovering the orientation for a perfect performance. According to a practical study on 103 economic companies in Algeria, the work concludes that there is a great influence of the characteristics of marketing dashboard in explaining the effectiveness of decision-making on the level of primary changes of marketing in these companies. Among the most important results is that Successful implementation of the marketing dashboard system depends on the effectiveness of the marketing information system in providing information in a timely and continuous manner that ensures updating the marketing indicators with new data and regularly monitoring the evolution of competitive environment variables. Thus, there is an integrative relationship between the marketing information system and marketing dashboard, and it ensures the interaction of its users with the reality of the situation and the ability to quickly understand what is going on. It is composed of a set of indicators, which measure quantitative objectives through financial and non-financial indicators and qualitative and even external data in line with the needs of officials in order to predict and adapt to future changes.

Keywords: Dashboard; Decision Making; Marketing Decision; Algerians Companies (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:apa:ijbaas:2017:p:209-216

DOI: 10.20469/ijbas.3.10002-6

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