Firstly, let us define some terms. A marketing information system is a database in which information about a target market or a company's clients is stored and disseminated from. Marketing research is the process of obtaining quantitative and qualitative data about clients and prospective clients.
All decisions pertaining to advertising, personal selling, and sales promotions are based on the target market and their likes, dislikes, desires, and needs. Thanks to information obtained by carrying out market research and stored in marketing information systems, marketing managers are armed with a plethora of knowledge. They can then make decisions about campaigns and promotions that will resonate with the target market and ultimately garner new business for their company or their product.