Marketing Information System (MIS?): defined by the Sticky-Marketing.com monthly magazine

A Marketing Information System is a routine, planned, gathering, sorting, storage and retrieval system for market information relevant to the operation of a particular business.

Most except the largest businesses do not have much of a marketing information system, if at all, with executives perhaps relying on reading a few trade publications and the monthly reports of their staff.

As far as I am aware you cannot buy a ready made marketing information system suitable for any market, rather you have to organise your own, specific to your markets, your staff and your decision needs.

The more volatile your markets, the more your organisation wishes to get ahead of the pack, the more you wish to be a winner, the more you are able to respond to emerging opportunities or threats faster than your competition, the more you could perhaps benefit if you organised the routine gathering of up to date pertinent market information from within and without your organisation so that it is to hand, to warn, and to present opportunities to your organisation.

Notes
#1 "MIS" is most often taken to mean management information system, of which a marketing information system would be a part.
#2 You can certainly get custom paper news clippings services (and on-line versions) tailored to your markets which can form a semi automated external input into your marketing information system.

03/08/2001 Use your browser back button or
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