1. MARKETING INFORMATION SYSTEM

2. INTRODUCTION The term “information” is a concept familiar to everyone. Information consists of evaluated data, data being symbols, usually numbers, used to represents thing. This is an era of information explosion. Information is of central importance to good management. The manager is particularly concerned with having complete and high quality information available since his job of planning and controlling the organisation’s activities involve a steady stream of complex choice situations.

3. NEED FOR MARKETING INFORMATION Knowledge of consumer demand Growing complexity of marketing Changing economic parameters Changing competitive conditions Strides in science and technology Fast growing consumerism

4. MARKETING INFORMATION SYSTEM DEFINITION “A structure interchanging complex of persons, machines, and procedures designed to generate an orderly flow of pertinent information collected from both intra and extra firm sources for use as the bases for decision making in specified responsibility areas of marketing management”.

5. ELEMENTS OF GOOD MARKETING INFORMATION SYSTEM 1.It is a unified and centralised system 2.It is a decision supporting system 3.It is compatible with the organisation 4.It is economical 5.It is need based and use-oriented 6.It is fast in communication 7.It is future oriented

6. COMPONENTS OF MARKETING INFORMATION SYSTEM Marketing Intelligence System Marketing Research System The Management Science System The order to payment cycle Sales information systems Data base, data warehousing and data mining Internal Marketing informatio n