Marketing information system (MIS) Essay Example | Topics and Well Written Essays - 1000 words

Marketing information system (MIS) - Essay Example Putting into consideration factors such as market trends, changes and needs occurring in a market, and how the rival businesses conduct their activities is what a good marketer needs to do before venturing into a business (Michael, 2012 p. 67). The components of a Marketing Information System such as marketing research, internal records and marketing intelligence are most crucial when trying to obtain information on marketing (Esad, 2013 p. 35). However, to understand the role information systems play, what managers do must be examined as well as what kind of information they require to make decisions. How decisions are made as well as the decision problems that be solved by information systems must also be understood. This paper stands to examine the role Marketing Information Systems play in assisting managers with their marketing endeavors. Marketing managers have roles such as organizing, planning, deciding, controlling and coordinating. Any information has to be built with the role of a marketing manager in mind if it is to serve him/her well. Recently, there has been stressing on the aspects of behavior in management decision making (Jules, 2013 p. 35). On this, marketing managers are supposed to be highly voluminous in their jobs, work at high speeds, they should be diverse, or able to offer variety, they should also be specific, highly interactive and able to use verbal communication. Researchers suggest that a manager’s day has many tasks, but very little time assigned to each. Marketing managers prefer being speculative and gossiping in brief. This helps them keep up to date with up-to-date information. Routine and historical information, usually receives less attention. Even from researchers, marketing managers are found to prefer verbal communication in comparison to written information. Verbal communication has been found to offer more