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The marketing information system (MIS) - Essay Example

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Information can be stored in the form of codes, or transferred like indications (Casagrande, 1999, p. 6). According to Casagrande (1999), information can be described as any form of occasion that…
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The marketing information system (MIS)
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The marketing information system (MIS)

Above all, marketing is a tool that fulfills the needs of the people via a substituting process and creating enduring partnerships. Marketing Information System is created to provide back up when the need to come up with significant marketing decisions (Kotler, Keller, & Lane, 2006, p. 34). This can be explained as a structure where information regarding marketing is officially examine collected, recorded, examined and sent to administrators in reference with their information requirements regularly. According to Kotler, et al. (2006) marketing information system represents individuals, tools and processes that collect, classify, analyze, examine and dispense required, suitable and right information to the marketing administrators. p.42. This paper narrows down the topic to MIS methods and consumer behavior stimuli. It also outlines the link between MIS methods and consumer behavior stimuli. This paper is systematically structured whereby the main methods to develop marketing information are first introduced. Later on in the paper, these three main methods are linked to consumer behavior stimuli, where appropriate MIS methods to address each buyer behavior stimulus (in B2C and B2B), is established. Finally, the paper discusses each Stimulus in relation to the nature and pros& cons of MIS tool.
A large number of firms construct wide internal data bases, electrical compilations of data collected from data resources in the firm. Marketing managers have the ability to retrieve and manage the data and information presented in the data base to establish marketing chances and intricacies (Kotler, 1988, p 102). They can outline action plans and analyze the firms functioning from these internal databases. Above all, the information present in the internal data base can originate from a wide range of resources. For instance, the accounts division can come up with financial accounts and maintains ... Read More
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