What Is a Marketing Information System?

Marketing Information System (Marketing Information System) consists of personnel, equipment and information processing processes. The information processing process includes the collection, classification, analysis, evaluation, and transmission of information. At the end of this process, useful and accurate information is transmitted to decision-makers in a timely manner. The marketing information system starts and ends with marketing managers. The first is to evaluate the information, the second is to obtain information from company records, marketing intelligence or market research, and then to make the information more useful through information analysis. Finally, the marketing information system will pass the organized data to managers in an appropriate form and at the right time for their decision making. ^[1]

Marketing Information System

Marketing Information System (Marketing Information System) consists of personnel, equipment and information processing processes. The information processing process includes the collection, classification, analysis, evaluation, and transmission of information. At the end of this process, useful and accurate information is transmitted to decision-makers in a timely manner. The marketing information system starts and ends with marketing managers. The first is to evaluate the information, the second is to obtain information from company records, marketing intelligence or market research, and then to make the information more useful through information analysis. Finally, the marketing information system will pass the organized data to managers in an appropriate form and at the right time for their decision making. ^[1]

The marketing information system is an interactive and organized system of people, machines, and computer programs that provides useful information for corporate marketing decision makers to make plans and strategies. ^[2]

According to the requirements of the market information system and the scope of the market information system to collect, process and use various materials, its basic framework is generally composed of four subsystems.

1,

An enterprise

Construction and Management Principles of MIS

The establishment of a marketing management information system should be supported by a systematic marketing information management theory, with the marketing information chain as the main line and following the following four principles: ^[3]

1. Daily principles

2. Supportive principles

3. Management principles

4. Openness principle