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Critically assess the potential use of the marketing information system (MIS) to help marketing managers understand and fulfill
Pages 6 (1506 words)
Full Name: Topic: Potential Uses of MIS in Making Sound Marketing Decisions Instructor’s Name: Date of submission: Introduction In general terms Marketing Information System (MIS) is “a set of procedures and methods designed to generate, analyze, disseminate, and store anticipated marketing decision information on a regular, continuous basis that is used operationally, managerially, and strategically for several aspects of marketing” (Oluwabamidele, 2011).
However the previous research studies suggest that following avenues of the firms’ decisions in relation to its market operations are typically addressed in modern-day MIS; (1) the background factors (2) the actual information processing behavior and (3) the role of information activities in shaping the firm’s competitive advantage. Therefore it is clear that MIS address all the avenues of decision making in marketing. Current study attempts to compile the characteristics of the information processing involved in making sound marketing decisions and the specific advantageous of using MIS. Steps involved in information processing which is aimed at formulating sound marketing decisions are illustrated and the performances of modern-day MIS are evaluated in terms of the advantageous and scope for development. Marketing is a well structured subject area which contains clear conceptual frameworks and a substantial amount of empirical case studies which utilize the subject theory. It is defined as “a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others” (Kotler, and Armstrong, 2010). ...
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