marketing information system

Dictionary of Business Terms for: marketing information system
marketing information system

processes associated with collecting, analyzing, and reporting marketing research information.

Dictionary of Marketing Terms for: marketing information system
marketing information system

processes associated with collecting, analyzing, and reporting marketing research information. The system used may be as simple as a manually tabulated consumer survey or as complex as a computer system for tracking the distribution and redemption of cents-off coupons in terms of where the consumer got the coupon, where he redeemed it, what he purchased with it and in what size or quantity he purchased it, and how the sales volume for each product was affected in each area or store where coupons were available. Marketing information provides input to marketing decisions including product improvements, price and packaging changes, copywriting, media buying, distribution, and so forth. Accounting systems are a part of marketing information systems providing product sales and profit information. Marketing information may be gathered in-house or purchased from outside services such as ACNielsen Company

Copyright (c) by Barron's Educational Series. Reprinted by arrangement with the publisher of this site.