An effective marketing programme is inevitable based on clear and detailed understanding of the market. Marketing information system (MIS) is therefore a devise that helps to provide this information developing an effective marketing information system (MIS) requires identification of the current level of available information, the level available information, the level of information gaps that exist and what additional information would be of value. It is today’s common knowledge that communication through information technology is the life link of every business organization and management of companies, through its marketing information.
It can only complete advantageously when linked to the global information system network. The contemporary business organizations has avoidable engage in the utilization of management or marketing information system (MIS) and adoption of its concepts, processes and procedures. In order to pursue market opportunities and anticipate marketing problems and the management overall set back, managers need to collect comprehensive and reliable information.
Firms must continuously monitor the changing market trends and uncertainties as noted by stand and others, marketing manager cannot carryout marketing analysis, planning, implementing and control without monitoring and researching customers competitors, dealers and their won sales and cost.
Ranchman and Romans (1980) sees (MIS) as an orderly procedure for the regular collection of these data into information for making decision.
Busch and Houston (1985) defined marketing information system as structured interacting complex of persons, machines and procedures designed to generate on orderly flow of information sources for use as input to marketing decision making Hines (1999) implores that marketers need to think in detail about their true information needs and then develop the (MIS around them.
Kolter (2000) defined MIS as consisting of people equipment and procedures to gather, sort, analyze evaluate and distribute needed timely, and accurate information to marketing decision makers.
Kolter (2004) describe (MIS) as a structural interacting complex of person machines and procedures, placed to generate an orderly flow of basic information sourced from both within and without sources for use as the basic for decision making in specific responsibility areas of marketing management.
Marketing information system (MIS) enable management to have information on a day to day happening in the market place, and keep them abreast of what their contemporaries are doing world wide.
In conclusion, an effective marketing information system is inevitable of based on a clear and market. Marketing information system is regarded as a devise that helps provide this information developing an effective (MIS) requires identification of the current level of available information, the level of information gaps that exist and additional information would be of value, Thompson, A. (2013).