A marketing information system (MIS) consists of people and procedures to 1) Assess information needs, 2) Develop the necessary information (through internal data, marketing intelligence, and research), and 3) Help decision makers use the information to accumulate and apply customer and market knowledge.
MIS is vital to the modern company because it provides marketing managers with timely, accurate, and relevant information. It transforms raw data into insights that serve as the basis for strategic decisions.
