What is Marketing Information System?

Every firm organizes the flow of marketing information to its marketing manager as a support for his marketing interventions. Information systems that claim to support managers cannot be built unless one understands what managers do and how they do it.

Marketing Information Systems is that part of Business Information Systems which meets the information needs for an organization in sales, distribution, advertising, market analysis, market intelligence, product research, service management, customer profile and other marketing functions. It is a set of interacting facilities and procedures intended to bring together disparate items of data into a coherent body of information.

Companies need a marketing information system to enable them to define and measure opportunities.

Information must be obtained from customers, competitors and internal company records to obtain a reliable measure of past performance and future market opportunities.

A Marketing Information Systems consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision making.
What is Marketing Information System?