Marketing Information System

Marketing Information System

·         A Marketing Information System (MkIS) is a Management Information System (MIS) designed to support marketing decision making.

·         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.

·         Marketing Information System (MkIS) can also be defined  as “a system that analyzes and assesses marketing information, gathered continuously from sources inside and outside an organization.”

·          Furthermore, “an overall Marketing Information System can be defined as a set structure of procedures and methods for the regular, planned collection, analysis and presentation of information for use in making marketing decisions.

·          MkIS is also defined more broadly as people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

MkIS systems are composed on four components: (1) user interfaces, (2) applications software, (3) databases, and (4) systems support. The following is a description of each one of these components.

1. User interfaces. The essential element of the MkIS is the managers who will use the system and the interface they need to effectively analyze and use marketing information. The design of the system will depend on what type of decision managers need to make.

2. Application software. These are the programs that marketing decision makers use to collect, analyze, and manage data for the purpose of developing the information necessary for marketing decisions.

3. Database marketing. A marketing database is a system in which marketing data files are organized and stored.

4. System support. This component consists of system managers who manage and maintain the system assets including software and hardware network, monitor its activities and ensure compliance with organizational policies.