Abstract
An attempt is made to analyze the scope of marketing information systems (MKIS) and to compare them to those observed in implemented intelligence systems. An MKIS should provide an operational basis of information for the marketer through an ongoing marketplace intelligence process. A successful MKIS requires a continual flow of information. Although Montgomery and Weinberg (1979) have provided the most information concerning the collection of information by an intelligence system, they leave a number of points unanswered, including an emphasis on the opinions of executives and academicians, rather than marketing managers, and the consideration of an effective support system allowing the manager to operate in a changing environment. It is concluded that there exists a statistically significant difference between those elements of an MKIS that are perceived by marketing managers to be important and the degree to which these elements are utilized.