Marketing Information System

Information is the lifeblood for decision makers. One of the ways, firm collect information is through a marketing information system. MIS is a process that first determines what information Marketing Managers need then it gather, sort, analyses, store and distribute relevant and timely marketing information system uses. The MIS system includes four important components.

1. Internal databases

2. Marketing intelligence

3. Marketing research

4. Marketing decision support system (information analysis)

Explain each of these various components and discuss their importance and how they are integrated in order to provide the necessary information to decision markers.

Table of Contents

Introduction .......................................................................................................................... 2

Internal Database ................................................................................................................. 3

Data Mart and Data mining ................................................................................................. 4

Importance of internal Database ........................................................................................ 5

Advantages of internal database........................................................................................ 5

Real Case .......................................................................................................................... 5

Marketing Intelligence.......................................................................................................... 6

Market Intelligence from external data ................................................................................ 6

Market Intelligence from internal data ................................................................................. 6

Market Research