What is a Marketing Information System?
Every firm must organize the flow of marketing information to its marketing managers. Companies are studying their manager’s information needs and designing marketing information systems (MIS) to meet these needs.
A marketing information system (MIS) consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers.
To carry out their analysis, planning, implementations and control responsibilities marketing managers need information about development in the marketing environment.
The role of the MIS is to assess the manager’s information needs, develop the needed information, and distribute the information in a timely fashion to the marketing managers.
The needed information is developed through internal company records, marketing intelligence activities, marketing research and marketing decision support analysis.
What is a Marketing Information System?
