The Role of Marketing Information System on Decision Making "An Applied study on Royal Jordanian Air Lines (RJA)"
Dr. Shaker Turki Ismail

Abstract
Purpose-This study aims at highlighting the significance and importance of utilizing marketing information system (MKIS) on decision-making, by clarifying the need for quick and efficient decision-making due to time saving and preventing of duplication of work. Design-methodology-approach- The study shows the roles of each parts of MKIS for developing marketing strategy, which present a real challenge to individuals and institutions in a an era characterized by uncertainty. And clarifying the importance of each part separately, depending on decision type and the nature of the situation. The empirical research method was evaluated by specialized experts, conducted by means of questionnaires. Correlation analysis were employed to test the validity of the procedure. Findings- The empirical study findings confirmed positive relationships between the level of utilizing and adopting “decision support system & marketing intelligence” and the success of an organizational decision making, and provide the organisation with a competitive advantage as it allows the organisation to solve problems.

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