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Marketers were able to collect, store, and manipulate larger amounts of data to aid marketing decision makers. Out of this capability developed the marketing information system (MKIS)- an ongoing, organized procedure to generate, analyze, distribute, store, and retrieve information for use in making marketing decisions...
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Out of this capability developed the marketing information system (MKIS)- an ongoing, organized procedure to generate, analyze, distribute, store, and retrieve information for use in making marketing decisions.
Another useful tool that developed for marketers is the decision support system (DSS). This particular system is a computerized procedure that permits the marketing manager to interact with data and use various methods of analysis to incorporate, examine, and characterize information...
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