Scenario:
“Marketing information systems (MIS) has been area of great difficulty and opportunity for marketer, not just since it provides more complex and precise responses, but as well because the training, analytical, and communication requirements are substantial”.
Source: Projects Abroad Chartered Institute of Marketing Surveys, 2009.
Required:
Question 1: In view of the above statement, discuss the need, characteristics, requirements and components of a modern Marketing information system (MIS) to make sure an effective marketing intelligence system.
Question 2: Outline the steps the marketer can take to enhance the quality of its marketing intelligence.