Concept of marketing information system, Marketing Management

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Concept Of Marketing Information System: marketing information system (MKIS) is an orderly procedure for the regular collection of raw data both internally and externally and the conversion of these data into information for making marketing decisions. Different authors have defined MKIS as:

According to Cundiff, Still and Govoni, "marketing information system is an organized set of procedures information handing routines and reporting techniques designed to provide the information required for making marketing decision".

According to Richard H. Brien & James, "marketing information system is structured interacting complex of person's machines and procedures designed to generate an orderly flow of pertinent information collected from intra and extra firm sources for use as the base for decision making in specific responsibility areas of marketing management".

A marketing information system (MIS) consists of people equipement and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers. First it interacts with these managers to assess information needs. Next it develops needed information from internal company data, marketing intelligence activities, marketing research, and information analysis. Finally, the MIS distributor's information to managers in the right from at theright time to help them make better marketing decisions. Marketing information system is really the frame works used for manging processing and accessing data. There are three basic components of a good marketing information system:

1 Information acquired via market intelligence.

2 Information from operating data.

3 information library.

Marketing intelligence is all of the data available together data from these sources usually into a computerized data base. By structuring it appropriately this allows the integration and linking of the data. It is important for the systems to be designed by marketers not computer people as the form of the output is critical to good decision. Information from operating data such as production or accounts has been covered under the heading of operational information. It is usually different from marketing information as it is collected for very different reasons. The information library is a collection of all the formal research gathered by an organization that is still relevant and up to date. It might also include research surveys carried out by trade associations or by associated companies as such reports are some times available and they do add knowledge computer based system are particularly useful for handling numerical information but can provide only limited assistance when handling qualitative information based on descriptions and ideas.


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