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Different Types of Marketing Information Systems and Their Functions

In the business world, information plays a very valuable role. Among other things, it helps to know better the situation of the company and to analyze the strategies that are developed for its proper functioning. Therefore, the marketing information systems in the company are so important for its development.

Companies need to be up to date and know information related to the operation and evolution of the business, such as sales, inventory or accounting. But they also need to get other data associated with customers, which include consumer habits, market tastes, needs and the type of strategy to follow to connect with the public. To capture this information, organizations benefit from business information systems.

These software resources allow companies to obtain automated information of interest that facilitates the decision-making process, while improving the competitive advantage of the company. This technological tool manages data capture, process and transmit them to the components of the organization. For this information system to be effective, it is necessary to have data of relevance to the business, in addition to adapting to the exact needs of the entity.

Classification of information systems

Currently, a great diversity of systems coexist, each of them designed with a specific objective. Among the types of marketing information systems are the following:

  • Administrative information systems (MIS): The Management Information System is in charge of facilitating the information of interest to the management of the company, on the general situation of the business.
  • Transaction processing systems (TPS): The Transaction Processing System is in charge of storing and processing the referred information with the commercial transactions and operations of the company. These data will be used by the decision support systems.
  • Decision support systems (DSS): The Decision Support System is a tool that contributes to decision making. It consists of the combination and study of data that provide valuable information to help solve specific issues.
  • Executive support systems (EIS): is designed to extract information of interest to achieve the strategic goals of the organization.
  • Systems for group decision making (GDSS): the Group Decision Support System helps to share information among the team members, so that they have the possibility to work as a team and take joint decisions.
  • Expert decision support systems (EDSS): these systems focus on the knowledge of specific areas and act as expert consultants.
  • Strategic systems: they have the purpose of achieving competitive advantages through the use of information technology. They seek to achieve advantages that competitors do not have.
  • Marketing Information System: has the function of promoting and selling existing products, in addition to the development of new items for existing customers and for those that may arise in the future.

In addition to these kinds of information systems, there are also others that collect information for the purpose of improving corporate strategies, analyzing and knowing the accounting and finances of the company, improving the relationship with consumers or managing personnel. The creation of integral information systems is increasingly common, and is called ERP, which stands for Enterprise Resource Planning, which collects, studies and transmits data of interest relating to various fields.

This software brings together production processes, logistics, sales, company accounting or project management with the aim of improving business management, reducing costs and deadlines, as well as promoting the company's competitiveness.

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