Marketing information system.
Marketing information system.
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) define it more
broadly as "people, equipment, and procedures to gather, sort, analyze,
evaluate, and distribute needed, timely, and accurate information to marketing
decision makers." [1]
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 engage its future and this means the management of
information, in the form of a company wide"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.
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