Marketing
Textbooks
Boundless Marketing
Consumer Marketing
Technology to Assist Market Research
Marketing Textbooks Boundless Marketing Consumer Marketing Technology to Assist Market Research
Marketing Textbooks Boundless Marketing Consumer Marketing
Marketing Textbooks Boundless Marketing
Marketing Textbooks
Marketing
Concept Version 5
Created by Boundless

Marketing Information Systems

A marketing information system (MIS) is a management information system designed to support marketing decision making.

Learning Objective

  • Show the use of marketing information systems used in research and consumer marketing


Key Points

    • An MIS brings together many different kinds of data, people, equipment, and procedures to help an organization make better decisions.
    • MIS not only indicates how things are going, but also why and where performance is failing to meet the plan.
    • MISs produce fixed, regularly scheduled reports to middle and operational level managers to identify and inform structured and semi-structured decision problems.
    • An MIS can provide endless benefits to any organization including: enabling managers to share information and work together virtually, helping marketers collaborate with customers on product designs and customer requirements, and addressing operational needs through customer management systems.

Term

  • Philip Kotler

    An American academic focused on marketing. The author of Marketing Management, among dozens of other textbooks and books, and the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University.


Example

    • A company can set up an MIS that helps track ongoing consumer buying trends and behaviors which can be predicted by the analysis of sales and revenue reports from each operating region of the company.

Full Text

Marketing Information Systems

A marketing information system (MIS) is a management information system designed to support marketing decision making. It brings together many different kinds of data, people, equipment and procedures to help an organization make better decisions . American academic Philip Kotler has defined it more broadly as "people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. " Not to be confused for a management information system, marketing information systems are designed specifically for managing the marketing aspects of the business.

Example of an MIS

This is an example of a marketing information system for agriculture.

Jobber (2007) defines it as a "system in which marketing data is formally gathered, stored, analysed and distributed to managers in accordance with their informational needs on a regular basis. "

MIS not only indicates how things are going, but also why and where performance is failing to meet the plan. These reports include near real-time performance of cost centers and projects with detail sufficient for individual accountability. MISs produce fixed, regularly scheduled reports to middle and operational level managers to identify and inform structured and semi-structured decision problems.

A traditional marketing information system can provide endless benefits to any organization in the private or public sector, despite its size or level of managerial sophistication. Some of these benefits include:

  • It enables managers to share information and work together virtually.
  • It helps marketers collaborate with customers on product designs and customer requirements.
  • It addresses operational needs through customer management systems that focus on the day-to-day processing of customer transactions from the initial sale through customer service.
  • The availability of the customer data and feedback can help the company align their business processes according to the needs of the customers. The effective management of customer data can help the company perform direct marketing and promotional activities.
  • Information is considered to be an important asset for any company in the modern competitive world. The consumer buying trends and behaviors can be predicted by the analysis of sales and revenue reports from each operating region of the company.
[ edit ]
Edit this content
Prev Concept
Developing Insights and an Action Plan
Digital Surveys
Next Concept
Subjects
  • Accounting
  • Algebra
  • Art History
  • Biology
  • Business
  • Calculus
  • Chemistry
  • Communications
  • Economics
  • Finance
  • Management
  • Marketing
  • Microbiology
  • Physics
  • Physiology
  • Political Science
  • Psychology
  • Sociology
  • Statistics
  • U.S. History
  • World History
  • Writing

Except where noted, content and user contributions on this site are licensed under CC BY-SA 4.0 with attribution required.