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Marketing Information Systems
Marketing Information Systems
INFORMATION
SYSTEMS
MkIS - DEFINITION
MkIS is a computerized system that is designed to
provide an organized flow of information to enable
and support the marketing activities of an
organization.
Serves 3 needs-
Collaborative, Analytical and Operational needs
Collaborative -
Enables managers to share information and work together
virtually. Also enables marketers to collaborate with
customers on product designs and customer requirements.
Analytical-
Addressed by decision support applications that enable
marketers to analyze market data on customers,
competitors, technology and general market conditions.
Operational-
Addresses these needs through customer management
systems that focus on day-to-day processing of customer
transactions from intial sale through customer service.
STRATEGIC ROLE OF MkIS
MkIS creates an organized and timely flow of information
required by marketing decision makers.