An information system that is commonly used by marketing management to analyse and view information pertaining to marketing activities, we called Marketing Information System (MKIS). An MKIS is a computer-based information system therefore used to input, store, process and output marketing information, and it also spans four subset components, which are detailed below:
Marketing intelligence system
This sub-system stores information gathered from a firm's marketing intelligence activities. Marketing intelligence consists of actions a firm would undertake within its own market or industry, geared towards information existing within its markets. This can be obtained via communication with suppliers, consumers or other bodies within a market.
Internal processes system
The internal processes system catalogues all internal marketing processes within a firm.
Marketing research system
This section of the overall system contains data from a firm's marketing research activities.
Analytical system
The analytical system is the only sub-system which does not store data or information. Its function is to analyse and process data from the other three systems, into reliable, timely and relevant information for the perusal and use of marketing management.
Marketing intelligence system
This sub-system stores information gathered from a firm's marketing intelligence activities. Marketing intelligence consists of actions a firm would undertake within its own market or industry, geared towards information existing within its markets. This can be obtained via communication with suppliers, consumers or other bodies within a market.
Internal processes system
The internal processes system catalogues all internal marketing processes within a firm.
Marketing research system
This section of the overall system contains data from a firm's marketing research activities.
Analytical system
The analytical system is the only sub-system which does not store data or information. Its function is to analyse and process data from the other three systems, into reliable, timely and relevant information for the perusal and use of marketing management.