A marketing information system is a Management Information System
designed to support marketing decision making.
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."
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. To manage a business well is to manage its
future and this means the management of information, in the form of a companywide
"Management Information System" (MIS) of which the MkIS is an
integral part, is an indispensable resource to be carefully managed just like
any other resource that the organization may have e.g. human resources,
productive resources, transport resources and financial resources.
e-mail : pratheepvasudev@gmail.com
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