The Marketing Information System and Marketing Intelligence

The major responsibility for identifying significant marketplace changes falls to the company’s marketers.

Marketers have two advantages for the task:

1. disciplined methods for collecting information en
2. time spent interacting with customers and observing competitors and other outside groups.

Some firms have marketing information systems that provide rich detail about buyer wants, preferences, and behavior.

Every firm must organize and distribute a continuous flow of information to its marketing managers. A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. It relies on internal company records, marketing intelligence activities, and marketing research.