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Everything you need to know marketing information system. Not to be confused for a
management information system, marketing information systems are designed specifically
for managing the marketing aspects of the business. A formal MkIS can be of great benefit
to any organization whether profit making or non- profit making, no matter what its size or
the level of managerial finesse. It is true today that in many organization an MkIS is
integrated as part of a computerized system. A marketing information system (MkIS) is
intended to bring together disparate items of data into a coherent body of information. An
MkIS is, as will shortly be seen, more than raw data or information suitable for the purposes
of decision making. An MIS also provides methods for interpreting the information the MkIS
provides. "A marketing information system is a continuing and interacting structure of
people, equipment and procedures to gather, sort, analyse, evaluate, and distribute
pertinent, timely and accurate information for use by marketing decision makers to improve
their marketing planning, implementation, and control".
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."
Kotler, et al. (2006) 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
Marketing information systems are really the frameworks used for managing, processing
and accessing data. They can be simply a sharing of information by key departments, but
are more likely to be some form of integrated system based around information technology.
The important issue is that the information from such a system is presented in a way that is
useful to the marketing decisions.
Even in quite small companies they can involve large quantities of data. One apparently
logical approach to the problem of extensive data is to develop, using computer technology,
a system which stores and provides access to the information needed by those making
marketing decisions
The term ‘marketing information system’ or MkIS is used to describe such a system. Such
systems are generally discussed in the context of marketing information or marketing
research. (It should be observed that the term MIS is commonly used for the somewhat
more far reaching ‘management information system’).
While it is essential for organization to have systems by which marketing information can be
stored, processed and accessed, it should be clear from the points made regarding the
nature of information in general, and marketing information in particular, that such systems
have fundamental limitations. At best the system can only handle such tangible and
intangible information as is made available to it.
Example of MkIS
The role of MIS is to assess the manager’s information needs, so as to help them out in
their analysis, planning, implementation and control responsibilities, develop the needed
information and distribute the information in a timely fashion. Hence, the information system
is concerned with managing the flow of data from inside and outside the organization to the
managers who will use it.
How To Start Network Marketing
Advantages: Allows you to schedule each campaign, track how each marketing effort is doing, shows
how much money is being spent as well as how each event is performing. Assign tasks to employees then
track how each employee is achieving within each campaign with statistical data (if you decide to
implement lean or 6 sigma in the future this will be imperative). Track and compare how each variable is
doing against competition and other markets such as demographics, location, interests, most recent
purchase online and offline and in which market. Forecast and predict with heat maps on where the next
trends will be that align with your strategy.
Disadvantages: Someone still has to interpret the data and make a decision that would best represent the
company based on how the marketing went. If the company started off the marketing campaign without
knowing their refined targeted niche, then they probably started broad then will have to go through a few
more rounds of narrowing which entails doing the same thing over again and eliminating a few of the
variables until you get it right. There are a lot of advantages however, its basically like a robot spitting
back information at you, there still needs to be a human being to make the ultimate decisions.