Abstract:

The existence of the computer influences conceptually as well operationally the design of a marketing information system (MIS) and the application of a MIS the computer mostly is the centre in which all the computer techniques are integrated. This system should, in theory, provide at any time information that is needed to decide on a decision under uncertainty or to manage a marketing department. Up till now business is far removed from this ideal. However, the MIS is a challenge for both marketing management and computer experts.