What is a marketing information system?

It refers to the procedures and methods of collecting, classifying, analyzing, evaluating and processing information in a planned and regular way, which effectively provides useful information for enterprise marketing decision makers to formulate marketing plans and marketing strategies. It is an interactive and organized system composed of personnel, equipment and software. According to the scope of collecting, processing and utilizing all kinds of materials, the basic framework of marketing information system generally consists of four subsystems.

Many specific decisions in the operation of the marketing system should be organically combined under the guidance of the overall marketing strategy of the enterprise. All marketing strategies should work together on the basis of mutual connection, cooperation and coordination. In addition, the marketing activities of enterprises involve the production process and the sales process. If the two are separated, they will often fall into the misunderstanding of production concept, product concept or marketing concept, and the products produced will be difficult to be accepted by the market, resulting in the marketability of the products and thus affecting the profits of enterprises. Therefore, we must regard the activities in the production process and sales process as a system, and cooperate and coordinate with each other to meet the needs of customers in the selected target market.