An organised way of continually gathering and analysing information from every source relevant to the organisation
MIS consist of people, equipment, and procedures to gather, sort, analyse, evaluate and distribute needed information to the marketing decision makers
A MIS incorporates & combine the main aspects of marketing research into a centralised management function which will maintain a tight control on research procedures & ensure an accurate data bank of information about customers, products etc.
A MIS which can link external data with internal sources, such as sales record, customer records & competitor information will provide a strong basis for informed marketing decisions
Developing Information -Involves obtaining the needed information for managers from different sources
Internal data is secondary research already available within the organisation.
This can come from
-Accounting -Sales force -Marketing -Manufacturing
Functional information systems Marketing information system Manufacturing information system Finance information system Human resource information system Marketing function Manufacturing function Finance function Human resources function Physical system of the firm Functional Information Systems Represent Functional Physical Systems Information resource information system Information Services function
Input subsystems Output subsystems D A T A B A S E Accounting informationsystem Marketing research subsystem Marketing intelligence subsystem Internal sources Environmental sources Product subsystem Place subsystem Promotion subsystem Price subsystem Integrated-mix subsystem Users Data Information Marketing Information System Model
Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solutions of problems and opportunities in marketing