What Is a Marketing Information System?

A marketing information system is a system that gathers and evaluates marketing information from internal and external stakeholders. The information is used for making business decisions about products and services.

The internal and external stakeholders are the employees, investors and customers. Data collected from these stakeholders includes evaluations of pricing and packaging, in addition to avenues for marketing such as advertisements and promotional offerings. For example, if customers say the product is good but hate the packaging, a company might release the product in a new type of packaging. Or, if employees feel a new media should be considered to promote the product or service offered by the company, an ad campaign using that new media might be developed and used.