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Defining MIS
Marketing Information System or Management Information System A computerized network Gather, Stores, analyze and distribute information Support decision making
Definition
A structured, interacting complex of persons, machines and procedures designed to generate an orderly flow of pertinent information, collected from various resources, for use as the bases for decision making in specified areas of marketing management.
Process of MIS
Components of MIS
Data Bank
Statistical Bank
MKIS
Display unit
Marketing Manager
Model Bank
Components contd..
Data bank - raw data e.g historical sales data, secondary data Statistical bank - programmes to carry-out sales forecasts, spending projections A model bank - stores marketing models e.g Ansoffs matrix, Boston Matrix Display unit - VDU and keyboard