1. Marketing Information System (MKiS). What ? Comprises all computer and non-computer systems which assist the marketing function to operate effectively.
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The concept of Mkis is not limited to the computer hardware and software alone. The emphasizes is on the provision of relevant information rather than the technology itself.
should not be developed as isolated neither as an ad-hoc system.
Should involve many aspects of management.
Draw data from many different sources
Organise it so regular and useful information can be provided to marketing managers.
Requires other integral parts which serve as tools that will allow marketing people to analyse and manipulate data to make decision. E.g. DSS, Data Warehousing and Data Mining
The Information must be relevant to marketing decisions.
High-level marketing decision makers must be included in planning the information requirements
Marketing managers are expected to carry out further analyses of the information provided by the system.
(This level will process information and summarise it in report form to submit to Senior Marketing Managers)