1. Marketing information system
Every manager has to seek the environment. But he marketer has 2 advantages.
1 has disciplined ways of collecting information.
2. has more time to interact with customer and observer competitors.
Company with superior information enjoys a competitive advantage
Marketers are well known of their consumption patterns.
Marketing information system includes people equipments and procedures to gather sort analyze and
distribute needed timely accurate information to marketing decision makers.
MIS relies on 3 things.
Internal company records
Marketing intelligence activities
Marketing research
MIS should be a cross link b/w what marketer think they need, what they actually need and what is
economically feasible.
Internal records
The order to payment cycle
Sales information system
Data base, data mining, data ware house.
The order to payment cycle.
It’s the heart of internal record. The company dealers , customer , distributers, and sales informer send
order to firm. Sale dept prepares the invoices. And send them to different departments. Then the
shipped item generate shipping and billing invoice
But in this world we need to be fast. So the companies uses internet and extranet.h
