Marketing Information System

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Marketing information system
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A Marketing Information System can be defined as 'a system in which marketing information is formally gathered, stored, analysed and distributed to managers in accordance with their informational needs on a regular basis' (Jobber, 2007) The system is created through an understanding of the information needs of marketing management. It is available to supply information when, where and how the manager requires it. Data is taken from the marketing environment and transferred into the information that marketing managers can use in their decision-making processes. Data: Basic form of knowledge. Example. one isolated statistic. Information: A combination of Data that provide relevant knowledge.

A Marketing Information System can be defined as 'People, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers' (Gray Armstrong, 2008) 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. The MIS begins and ends with marketing managers. First, it interacts with these managers to assess their information needs. Next, it develops the needed information from internal company records, marketing intelligence activities and the marketing research process. Information analysis processes the information to make it more useful. Finally, the MIS distributes information to managers in the right form at the right time to help them in marketing planning, implementation and control. DEVELOPING INFORMATION

The information needed by marketing managers comes from internal company...
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