Marketing information system (MIS) is a set of procedures and methods for the regular, planned collection, analysis and

presentation of information for use in marketing decision. According to Phillip Kotler A marketing information system consists of people, equipment, and procedures to gather, sort, analyses, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

Internal Reports System

Marketing Intelligence System Marketing Decision Support System (DSS) Marketing Research System

A marketing information system supplies three types of information.

Recurrent Information Monitoring Information Problem related information

Strategic Planning
Management control

Transaction processing
Operational control Communication

Strategic Analysis & Scenario Planning Marketing Planning Sales & Marketing

It is a planned system developed to facilitate smooth and continuous flow of information. It provides information, collected from the sources both internal and external to the company, for use as the basis of marketing decision making. It provides right information at the right time to the right person

Subsystem
Marketing decision support system

Description
Consists of all available data pertinent to marketing combined with extensive statistical and modelling capabilities and aptly designed user interface for making improved marketing decisions. Managing the whole marketing planning process from analysing marketing opportunities to planning marketing tactics. Monitoring of personnel, marketing activities and effectiveness and performance against plans.

Marketing planning system

Marketing control system

Subsystem
Marketing report system

Description
Reporting on sales calls, expenses, orders, order status, management reported etc. Managing distributors and accounts, tracking leads, coordinating sales activities, updating customer information etc.

Marketing and Sales Productivity and Support System

MkIS name iLuxo Suite Arena R EDGE Lux Co.

Company

Systems Modeling Corporation AIT Group Plc

DIALOG++
HTS Plan Magic SalesLogix R

Balder Technology Group Inc.

HNC Software Inc. Plan Magic Corp. QGate Software Limited

 3M, whose best-known products are Post-it Notes and Scotch tape,

operate in more than 60 countries. It recently introduced a $30 million online information system and all its senior executives get their information from the online database. British-based retailer Marks & Spencer uses information generated from customer credit cards to better tailor its marketing efforts. It recently revamped its process for supplying products to stores after studying its customer database. Louises Trattoria, a 13-unit chain of Italian restaurants in Los Angeles, reviewed the information from computer-scanned customer receipts that were electronically stored in the firms data warehouse. It learned that its customers were more interested in California Italian (as opposed to traditional Italian) foods, healthful menu items, and that its patronage was skewed more female. It then revised its strategy accordingly.

Handling of internal and external data System vs. source Regular vs. project oriented System for every industry vs. tool for specific problem

Helps to recognize trends Facilitates Marketing Planning and Control Quick supply of information Quality of decision Making Tapping of business Opportunities

Maintenance, complexity and setting up a MIS are one of the major hindrances to Marketing information systems. Furthermore, wrong information being fed in MIS can become cumbersome and appropriate filters need to be established. This can be very expensive to obtain, organize and store data and distribute reports tailored to the needs and many managers. And perhaps most important, the marketing information system is not sufficient to resolve unexpected problems. The most important challenge facing is a situation where you have to make decisions quickly without having all the crisp detail and knowing the consequences of the choices presented.

Define the Customers Understand Needs Map Needs against Decisions & Sources Implement a Sourcing Strategy Define Information Policies & Standards Select a Pilot Project. Select & Adapt Appropriate Technology Nurture the Intelligence Processes Focus Dissemination Market the Capability

Marketing Information System is necessary element in the present scenario in order to develop any new product in the market. The Whole System ensures that a product should not be just made to be sold in the market but to be known for its brand name, quality, reliability, affordability along with the attainment of customer satisfaction. The Marketing Information System also ensures that a product should start from a scratch of analysing the feasibility of the product till its continuous maintenance process.