Tuesday, January 19, 2010

Components of a marketing information system





A marketing information system (MIS) is intended to bring together disparate items of data into a coherent body of information. An MIS is, as will shortly be seen, more than raw data or information suitable for the purposes of decision making. An MIS also provides methods for interpreting the information the MIS provides. Moreover, as Kotler's1 definition says, an MIS is more than a system of data collection or a set of information technologies:

"A marketing information system is a continuing and interacting structure of people, equipment and procedures to gather, sort, analyse, evaluate, and distribute pertinent, timely and accurate information for use by marketing decision makers to improve their marketing planning, implementation, and control".

Reference:
http://www.fao.org/docrep/w3241e/w3241e0a.htm

1 comments:

Syed Ahmad Hashmi said...

Without this system proper customer driven marketing strategy cannot be made so MIS needs to be accurate and timely because its use is advantageous.
Good work.