Marketing Information System

Marketing information system is defined by some as a structure of interaction between people, machines, methods and controls, in order to create an information flow capable of providing the basis for decision making in marketing. The information itself does not lead to the decision; it is necessary to choose a course of action that helps identify problems and opportunities and that indicates paths that reduce uncertainty. It is worth noting that not all companies have exclusive departments for information handling. Generally, it is found in companies, mainly small and medium-sized, sectors such as commercial/sales, logistics that make projections based on sales data, or on small marketing research, which is rarer. An information system can bring different types of advantages for the company in general, not just for the marketing sector. 

 It as a system in which marketing data is formally gathered, stored, analysed and distributed to managers in accordance with their informational needs on a regular basis.Furthermore, an overall Marketing Information System can be defined as a set structure of procedures and methods for the regular, planned collection, analysis and presentation of information for use in making marketing decisions. A marketing information system, which continuously collects the initial, routine and systematic data, is not only used for one particular topic but is designed for monitoring the degree of the marketing success to ensure the achievable of the operation as well. Internal database is a part of the most marketing information systems. In addition, it's relatively convenient to access and retrieve information. A databases allow marketers to tap into an abundance of information useful in making marketing decisions: internal sales reports, newspaper articles, company news releases, government economic reports, bibliographies, and more, often accessed through a computer system.

Internal data is a part of the data that is needed to be collect and handled by the marketing information system. But getting the information that is really needed from a marketing information system depends on what the information is and how it is used. The following internal operating data are essential:

 - Sales data, presented in a graphic format, can provide regular sales trend information and highlight whether certain customer types need to be targeted or focused.

- Price information by product line, comparison with competitors, can monitor market trends; analysed by customer type, it can check price trends in customer groups.

- Stock level data and trends in key accounts or distributors, focusing on whether different outlets need support; provide market share information.

- Market support information, coordinating the effects of marketing promotions, through advertising, direct marketing, trade incentives, consumer competitions and so on; helps to determine whether decisions are being made effectively.

- Competitive information, reviewing competitors' promotions and communications to see if the company is doing it better or worse than competitors, can improve market targeting.

Marketing managers use marketing information systems to develop short-term and long-term plans that outline product sales, profits and growth targets. Information systems facilitate the analysis and monitoring of performance against the objectives of each area of the marketing function. Information marketing systems support models and expert systems are also used to examine the results of various marketing plans.