Assessment of the potential of information support for marketing activities

Abstract

Information support is a critical factor in enhancing the effectiveness of marketing activities, as it provides the analytical basis for decision-making and strategic planning. The assessment of its potential involves evaluating the quality, accessibility, and integration of information resources such as databases, digital platforms, and customer analytics systems. Effective information support enables enterprises to monitor market dynamics, identify consumer preferences, and optimize communication strategies. By ensuring the reliability and relevance of information flows, organizations can strengthen competitiveness, reduce risks, and improve the adaptability of marketing programs to changing environments.