Publisher's Synopsis
Volume 1 : Marketing information system combines people, technology and procedures to capture, curate and disseminate useful information to marketing and other company decision makers. There are four main components of an MIS. Internal records provide current information on sales, inventories and financial performance. Marketing intelligence provides external information about the marketing environment. Marketing information sources include relevant books, newspapers and trade publications. In addition, marketing managers must routinely talk to consumers, channel partners and suppliers. Marketing research helps provide solutions to specific marketing problems.
