Marketing information systems are important tools that help marketing managers and business owners make decisions about product development and. A system that analyzes and assesses marketing information, gathered continuously from sources inside and outside an organization. Timely marketing information provides basis for decisions such as product development or improvement, pricing, packaging, distribution, media selection, and promotion. Marketing Information System (MIS) is a permanent arrangement (system or setup) for provision of regular availability of relevant, reliable, adequate, and timely.


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Remember Encyclopedia Britannica, the market leader in print encyclopedia business for literally centuries? Suffice it to say, you can now access Encyclopedia Britannica online. By contrast, when fuel prices hit an marketing information system high inunlike other passenger airline companies, Southwest Airlines was prepared.

Chapter 9: Marketing Information Systems

Southwest had anticipated the problem, and early on locked in contracts to buy fuel for its planes at much lower prices. Meanwhile, Southwest Airlines managed to eke out a profit. Collecting market intelligence can also help a company generate ideas or product concepts that can then be tested by conducting market research.

Gathering market intelligence involves a number of activities, including scanning newspapers, trade magazines, and economic data produced by the government to marketing information system out about trends and what the competition is doing. Some companies subscribe to news service companies that regularly provide them with this information.

LexisNexis is one marketing information system company. It provides companies with news about business and legal developments that could affect their operations.

Suppose you want to monitor what people are saying about you or your company on blogs, the comment areas of Web sites, and social networks such as Facebook and Twitter.

What is Marketing Information System? definition and meaning - Business Jargons

You can do so by going to a site like WhosTalkin. All the good and bad things people have remarked about the company or topic turn up.


What a great way to seek out the shortcomings of your competitors. Therefore, MkIS is very important for planning and analysis.

Marketing information system

Control — Just like MkIS can help in a crisis, in normal times it provides control as you have information of the various processes going marketing information system and what is happening across the company.

There may be a lack of awareness of environmental changes and competitors' actions. Data collection may be difficult to marketing information system over several time periods.

Marketing plans and decisions may not be properly reviewed. Data collection may be disjointed. Previous studies may not marketing information system stored in an easy to use format. Time lags may result if a new study is required. Actions may be reactionary rather than anticipatory. Maintenance, complexity and setting up a MkIS are one of the major hindrances to Marketing information systems.

Furthermore, wrong information being fed in MkIS can become cumbersome and appropriate filters need to be established.


Simultaneously, a firm cannot find all the data required by itself, but sometimes can be done with the help of secondary research. However, researchers must assess those data collected from both primary and secondary data sources to enable the accuracy, updates and fairness.

An investment in an MkIS system is an effective way to help you organize marketing information system prepare your marketing campaigns.

One of the key benefits of an MkIS system is marketing information system insight it can provide about what your customers want and their perceptions of your products. Through your MkIS, you'll be able to make better decisions about consumer behavior and choices or product development.

Once the marketing information system is stored, the statistical experts mine it by applying several computer software and techniques to convert it into meaningful information that gives facts and figures. The marketing intelligence system provides the data about the happenings in the market, i.

In order to have an efficient marketing Information System, the companies should work aggressively to improve the marketing intelligence system by marketing information system the following steps: Providing the proper training and motivating the sales force to keep a check on the market trends, i.

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