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Unit 44 : Marketing Information System
Need of MIS
a) Complex marketing activity
b) Knowledge / information explosion
c) Communication Gap
d) Prompt Decisions
e) Non-Price Competition
Kind of Information needed
Information about market forces
Information about the bank’s market behaviour
Internal Information
Components of MIS
MIS consists of four subsystems, which facilities the entire MIS system.
a) Internal Record System
b) Market Intelligence System
c) Marketing Research System
d) Marketing Management and Science System
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