Marketing Information System
1. Marketing Information System
The need for a well defined institutional framework within the organization to manage the marketing efforts should be reckoned by any business concern. It is, therefore, essential that the institution constitutes a marketing wing which will take care of the marketing function of the organization. This compartment has to work smoothly with other segments of the organization. Acquiring modern marketing orientation requires support from top management, a committed task force, constant review of strategies and a consultant s help if considered necessary. The marketing wing should be adequately supported by a Marketing Information System, which is a critical element in effective marketing. The information system is the channel linking external environment with the executives of the institution.