Answered: What is a Marketing Information System…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

What is a Marketing Information System (MIS)? What roles does it have in the marketing success of any organization? Briefly explain

Expert Solution

Step 1

Marketing information system is defined as a continuous process of collecting important information, sorting out irrelevant data, analysing the data and sending the analysed data to the marketers for the effective accomplishment of marketing functions. Marketing information system is important for the smooth functioning of three basic functions of marketing which are 1)The exchange function 2) physical supply and 3) Facilitating functions. The related information are usually gathered from two sources (I) Internal sources and (II) external sources.