A marketing information system (MIS) is a dynamic set of processes, tools, and data that enables a company to collect, analyze, and share relevant information to guide its marketing decisions. In short, the MIS proves to be a true asset for management, as Robert Reix emphasizes, serving as an essential component of the management system that guides, organizes, and animates the various parts of a company led by a manager. It was with this perspective in mind that Robert J. Williams, a pioneer in the United States, developed the first marketing information system in the 1960s for the Mead Johnson division of the Edward Dalton company.

The MIS, or marketing information system, encompasses all the resources and methods for researching and processing information used to gather data about a market, its competition, and its environment. It thus empowers companies to differentiate themselves from their direct and indirect competitors. Indeed, a Marketing Information System (MIS) allows a company to deepen its market knowledge, increase its competitiveness, control its expenses, and optimize its profits. It is crucial that each MIS be tailored to the specific needs of the company and adapt to market changes.

An effective marketing information system relies on a set of factors, namely a team of employees, equipment, and essential procedures for collecting, sorting, analyzing, and disseminating the information necessary for marketing decision-makers.

When implementing an MIS, it is important to distinguish between internal and external sources. Internal sources correspond to data generated internally by the company, such as sales data, inventory, accounting data, etc. These are used to evaluate the performance and effectiveness of marketing activities. External sources, on the other hand, come from the company’s external environment, including customers, competitors, and suppliers.