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Mkis

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AGRICULTURAL
MARKETING INFORMATION SYSTEM (AGMARK-NET)

MARKETING INFORMATION SYSTEM:
A marketing information system (MIS) is intended to bring together disparate items of data into a coherent body of information. An MIS is, as will shortly be seen, more than raw data or information suitable for the purposes of decision making. An MIS also provides methods for interpreting the information the MIS provides.
Definition: - By Philip Kotler A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, needed, timely and evaluate,and distribute accurate information to marketing decision makers to improve their marketing planning, implementation, and control * Interacts with information users to assess information * Develops needed information from internal and external sources * Helps users analyze information for marketing decisions * Distributes the marketing information
ATTRIBUTES OF MKIS:
MKIS should be a cross between what managers think they need, what they really need, and what is economically feasible. * Relevance to decision making * Reliability (genuine sources) * Clarity * Precision * Timeliness * Strategic value * Accuracy * Completeness * Authenticity

COMPONENTS OF MKIS:

The marketing information systems and its subsystems

Figure illustrates the major components of an MIS, the environmental factors monitored by the system and the types of marketing decision which the MIS seeks to underpin.
The explanation of this model of an MIS begins with a description of each of its four main constituent parts: * Internal Report System * Marketing Intelligence Systems * Marketing Decision Support System (DSS) * Marketing Research System and Models
Internal reporting systems: All enterprises which

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