Every firm must organize a rich flow of information to its marketing managers. Competitive companies study their managers' information needs and design marketing information systems (MIS) to meet these needs.
■ A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
To carry out their analysis, planning, implementation, and control responsibilities, marketing managers need information about developments in the marketing environment. The role of the MIS is to assess the manager's information needs, develop the needed information, and distribute that information in a timely fashion. The in formation is developed through internal company records, marketing intelligence activities, marketing research, and marketing decision support analysis.
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