A marketing information system sets out the framework used by organizations to collect, organize, store, analyze and distribute information for purposes of marketing decision making. In this case before a business conducts any form of promotion it is important to develop knowledge about exactly what they would like to achieve and the challenges associated with the project. This forms the need for a system that will offer insights about the market, customers and competitors among other variables that would impact the promotion activity.
Market research involves the gathering of information from the market and is best incorporated within the company’s Marketing information system. The information obtained through research will be fed through the system for purposes of storage, analysis and distribution. Finally the information will be used to make the best decisions, in this case with regards to promotion. This will also determine the goals of the promotion, type of promotion to be conducted, the time frame and budgets, among other aspects.