REVIEW OF RELATED LITERATURE
A marketing information system (MIS) is a set of procedures and methods designed to generate, analyze, disseminate, and store anticipated marketing decision information on a regular, continuous basis. An information system can be used operationally, managerially, and strategically for several aspects of marketing. A marketing information system can be used operationally, managerially, and strategically for several aspects of marketing. The first definition of marketing information systems was presented by Cox and Good (1967) who referred to them as a group of procedures and methods for the planned analysis and the presentation of information to be used in marketing decision making. Later, this definition was extended by several authors such as Brien and Stafford (1968), Proctor (1991), Talvinen (1995), Burns and Bush (1995), and Kotler (1991, 2003), among others. Thus, Proctor (1991) defined the MKIS as a system that examines and collects data from the environment; that uses data for the operations and transactions within the company, and that filters, organizes, and selects data to present them for business purposes. According to Kotler (2003) and Bums and Bush (1995) defined the MKIS as a consistent system of people, equipment, and procedures to gather, classify, analyze, evaluate, and distribute the necessary, timely, and precise information needed for decision making. For Talvinen (1995), the marketing information systems are a fundamental part of the company information systems portfolio that aids the direction of the managerial process, especially the marketing process.
Jobber (2007) defines it as a "system in which marketing data is formally gathered, stored, analyzed and distributed to managers in accordance with their informational needs on a regular basis." Kotler, et al. (2006) define it more broadly as "people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate...
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