Marketing Information System
A Marketing Information System can be defined 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' (Jobber, 2007)
The term is sometimes defined in a limited way to refer to a computer based system intended for use by particular marketing personnel at any functional level for the purpose of solving Marketing Problems.
Alternatively it can be defined in a far broader sense as 'People, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers' (Gray Armstrong, 2008)
[edit] Developing an MIS
A system is created in three phases 1. understanding of the information needs of marketing management 2. locating relevant data and transforming this into usable information. 3. making this information available to managers when, where and how the as they require it.
Bold text===Locating data and developing information===
The information needed by marketing managers comes from internal company records, marketing intelligence and marketing research. The information analysis system then processes this information to make it more useful for managers.
[edit] Internal Records
Information gathered from sources within the company to evaluate marketing performances and to detect marketing problems and opportunities. Most marketing managers use internal records and reports regularly, especially for making day-to-day planning, implementation and control decisions. Internal records information consists of information gathered from sources within the company to evaluate marketing performance and to detect marketing problems and opportunities.
Example
Office World offers shoppers a free membership card when they make their first purchase at their store. The card entitles shoppers to discounts on selected items, but also provides valuable information to the chain. Since
The term is sometimes defined in a limited way to refer to a computer based system intended for use by particular marketing personnel at any functional level for the purpose of solving Marketing Problems.
Alternatively it can be defined in a far broader sense as 'People, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers' (Gray Armstrong, 2008)
[edit] Developing an MIS
A system is created in three phases 1. understanding of the information needs of marketing management 2. locating relevant data and transforming this into usable information. 3. making this information available to managers when, where and how the as they require it.
Bold text===Locating data and developing information===
The information needed by marketing managers comes from internal company records, marketing intelligence and marketing research. The information analysis system then processes this information to make it more useful for managers.
[edit] Internal Records
Information gathered from sources within the company to evaluate marketing performances and to detect marketing problems and opportunities. Most marketing managers use internal records and reports regularly, especially for making day-to-day planning, implementation and control decisions. Internal records information consists of information gathered from sources within the company to evaluate marketing performance and to detect marketing problems and opportunities.
Example
Office World offers shoppers a free membership card when they make their first purchase at their store. The card entitles shoppers to discounts on selected items, but also provides valuable information to the chain. Since