A marketing information system (MIS) is intended to bring together disparate items of data into a coherent body of information. An MIS is, as will shortly be seen, more than raw data or information suitable for the purposes of decision making. An MIS also helps to interpret information that the MIS provides. Kotler’s definition of MIS states that is more than a system of data collection or a set of information technologies:
The four main components of Marketing Information System (MIS) are:
- Internal Records,
- Marketing Intelligence,
- Marketing Research (MR), and
- Marketing Decision Support System.