Marketing Information System (MIS) assesses the information needs of different managers and develops the required information from supplied data in time regarding competition, prices, advertising, sales, distribution and market intelligence etc. Most of today’s information systems are computer applications in a sophisticated data-driven age. These enable marketers to be more better informed about their customers, potential customers and competitors. New applications are being developed at a faster pace.
The term ‘Marketing Information Systems’ refers to a programme for managing and organising information gathered by an organisation from various internal and external sources. MIS assesses the information needs of different managers and develops the required information from supplied data in time regarding competition, prices, advertising expenditures, sales, distribution and market intelligence, etc. Information sources for MIS include a company’s internal records regarding marketing performance in terms of sales, and effectiveness and efficiency of marketing actions, marketing databases, marketing intelligence systems, marketing research, and information supplied by independent information suppliers.