Marketing information systems (MkIS) are designed to provide relevant information to marketing managers to help them make effective decisions. MkIS integrate internal records, external market data sources, and analytical tools to supply timely information. Effective MkIS are computer-based, future-oriented, used by all levels of management, and collect marketing data on customers, competitors and the business environment to support strategic and operational decision-making. Regular, accurate and selective information from a unified MkIS allows firms to recognize trends, develop strategies, coordinate activities and tap new opportunities.