Marketing Intelligence System (MIS) begins and ends with managers. Managers use such systems because they require specific data, so they can draw inferences from the data to make informed decisions. The process of making use of such systems begins with data generated by inputs of the employees of the organization and data generated by other internal and external sources. After collecting data and converting it into information that managers can use to make decisions, ultimately it's up to the manager to make an informed decision. The system is a tool that collects and processes information for the end user to take informed decision, it doesn't diminish the importance of the role managers play in making decisions, it just makes them well informed and provides them with valuable information which can facilitate the decision making process.
johnnyhenderson replied
404 weeks ago