Components of marketing information system

Principles and Practices of Marketing


This consists of information gathered from sources within the company which helps to evaluate the marketing performance and identity marketing problems and opportunities. TheĀ  records include;

  • Profit and loss statement.
  • Balance sheet.
  • Sales record
  • Employee record.
  • Cash flow statement.

This information is used for;

  1. Day to day planning implementation and control.
  2. To evaluate the performance of a company.
  3. To detect problems.
  4. To create new marketing opportunities and ideas.


This is a set of procedures and sources used by managers to obtain every day information about development in marketing environment. Sources of marketing intelligence include;

  • Reading books and newspapers
  • Trade publications
  • Meeting with other company managers.
  • Exhibitions and conferences.
  • Sales persons.
  • Internet

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