The document discusses marketing information systems. It defines a marketing information system as consisting of people, equipment, and procedures to gather, analyze, evaluate, and distribute timely and accurate market information to decision makers. Marketing information systems provide three types of information: recurrent, monitoring, and requested. Recurrent information is periodic data like market share or brand awareness. Monitoring information comes from regular scanning of sources like competitors. Requested information is developed specifically in response to a marketing manager's request, using secondary or primary research. The marketing information system is important for anticipating customer demand, taking a systematic approach, understanding economic indicators and competition, being aware of technological developments, and understanding customers. It provides essential information for marketing planning and strategy.