Table

Infonnafan Weeds P;oties

Brery iitiri must Organize and distribute a continuous flew of information to Us marketing managers. Companies study their managers' information needs and design marketing information systems (Mi$) ta meet these needs- a marketing Information svstem (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate Information to marketing decision makers. A marketing Information system is developed from internal company records, marketing intelligence activities, and marketing research.The lirst two topics arc discussed here; the latter topic is reviewed in the next chapter,

The company's marketing information system should he a cross between what managers, think they need, vvhiit managers really need, ┬╗rid what is economically feasible. An internal MIS committee can interview cross section of inarkedng managers to discover their informal ion needs. Tabic 3.1 displays some useful questions.

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