The modern business environment is constantly changing due to the influence of technology and customer needs. In conditions of high competition and rapid pace of change, traditional methods of marketing process management are no longer able to cope with the challenges that have arisen. In this regard, the introduction of information systems (IS) in marketing departments is becoming not only relevant but also vital. Information systems can significantly improve work efficiency by optimizing data collection and analysis, automating processes, and improving communication within a team. This implementation helps companies adapt to changes in the market, providing more accurate targeting and a personalized approach to customers. In modern conditions, when information is becoming an essential asset, the use of information technology in marketing shapes foundation for business success and sustainability.