Marketing Information System

Marketing dictionary

Marketing Information System

an organisational section or entity whose purpose is to gather, organise, store, retrieve and analyse data relevant to a firm's past, present and future operations on an on-going basis in order provide support for management's marketing decisions; its four major components are an internal records bank (internally generated marketing information); a marketing intelligence bank (information from external sources); an analytical bank (statistical techniques and mathematical models); and an 'ad hoc' marketing research bank (research into non-recurring problems).

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