The Importance of Marketing Information System (MIS) Analysis

This essay examines the critical role of Marketing Information Systems (MIS) within the tourism and hospitality sectors. It defines MIS as a comprehensive system for collecting, analyzing, and distributing market information to support organizational decision-making. The essay highlights the importance of MIS components, including internal records, marketing intelligence, marketing research, and marketing decision support systems, and how these components contribute to improved performance, particularly for companies like Best Western London Queens Crystal Palace and Virgin Atlantic. The essay emphasizes MIS's effectiveness in gathering data, facilitating communication, and enhancing marketing strategies. By analyzing the integration of MIS with company policies, the essay demonstrates how these systems enable businesses to adapt to market changes, improve customer relations, and optimize operations, ultimately leading to enhanced productivity and competitive advantage. The essay also includes references to provide additional context to the topic.

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Table of Contents
ESSAY.............................................................................................................................................1
Importance of marketing information system..............................................................................1
Effectiveness of MIS as a tool for marketing, information gathering and communication.........3
REFERENCES................................................................................................................................5

ESSAY
Marketing information system (MIS) is known as management information system which
is used to support the decision making of organization. In other words the system marketing
information system is consists of market data collection, storing, processing and distribution to
relevant person (Giesler and Fischer, 2017). The definition of marketing information system is,
the systematic collection, analysis, interpretation, storing and distribution of market information
which is collected from both internal and external sources. In the tourism and hospitality industry
the marketing information system is most important for the efficient working of organization.
Marketing information system can help the organization to collect the information of target
market. Through the marketing information system the data of tourism can be utilised to make
changes in the industry as per need. For better performance organization can use different
policies to attract the customers.
There are many companies uses the MIS to improve their performance in the market
which are Best Western London Queens Crystal Palace, Hotel Hilton, Thomas Cook, Virgin
Atlantic that are known companies in UK. The Best Western London Queens Crystal Palace is
from hospitality industry and Virgin Atlantic is from travel and tourism industry. MIS can help
these industries to improve their performance by providing the information of market. This report
is explaining the effectiveness of MIS in hospitality sector and travel and tourism system. The
link between the MIS and company policy is explained to know the process of decision making
of different organizations.
Importance of marketing information system
The marketing information system is also known as management tool to process
information of market. The different components of marketing are- internal record, marketing
intelligence system, marketing research and marketing decision support system (Turel, 2015).
This all component of MIS work together to improve the information effectiveness which is
collected form market. This processed information is used by hospitality industry and travel &
tourism industry to gain maximum productivity. These are the components of the market
information system and this component help to improve the performance of the organization.
Internal Records involve formation with in the organization is collected form internal
sources which are exists with in the organization. The different type of internal information are-
sales data, consumer data base, product data base, economic data and other internal records.
This data is used to process to generate required information from it. This internal data helps to
take relevant decision to the internal changes in company. In the Best Western London Queens
Crystal Palace the internal data of the hotel is used to evaluate the performance of organization
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(Gomez and et.al., 2015). This data is processed by the company to get the different patterns in
which tourist arrive to the United Kingdom. This can help the organization to make advance plan
for guest handling in hotel. Same for the Virgin Atlantic. The internal data of passenger which is
categorized by the company as per requirement. This internal data of company can help the
organization to organize or manage number of flights for particular countries. This how internal
information of company help Best Western London Queens Crystal Palace and Virgin Atlantic
to manage their future functions and operations.
Marketing Intelligence System is the system is used by organization to collect the
data of market and different occurrences in the market place. All the data collected by this
intelligent system is collected from outside of the industry to know the market conditions. This
component of marketing information system help the organization to collect the external
information of market. The current changes in the market condition helps the companies to
manage their further operations. For example the local incidents and occurrences around the
place can help the organization to generate opportunity to attract more customers (Stalidis and
Karapistolis, 2014). The current market change in trends changes with time. Best Western
London Queens Crystal Palace can utilise this information to make changes in the operation of
organization to attract more customer to stay in the hotel. Virgin Atlantic can use this external
data to manage their future plans and decision to improve the productivity of organization.
Marketing Research is the process which is used buy different organizations to utilize
the information collected from the market. In this process the research is organized on the
collected information to find the concluding data. This data help them to design and introduce
new products or services in the market to gain competitive advantage in market. These
marketing researches are of two type first one is the primary research and second one is
secondary research. The primary data collection is performed by specialist of organization by
different methods which are personal interview and one on one feedback session (Saenko and
et.al., 2016). The secondary information is collected form the third party sources to get the
information of market place. This type of primary and secondary data can help the Virgin
Atlantic and Best Western London Queens Crystal Palace to manage their functions. The
policies and methods of organizations are based on this primary and secondary research. For
example the hotel and travel company can use this primary and secondary research data to
improve their operations and services.
Marketing Decision Support System is used in the different organization to process
different kind of data on software programs to get accurate result of research data to improve
the effectiveness of company decisions making (Yadav and Rahman, 2017). The results related
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to the internal and external data can help the organization to take better action to minimize the
gapes in the management and operation. In this system different computer programs and tools
are used to process the collected information to find loop holes in the working and processes of
organization. Best Western London Queens Crystal Palace and Virgin Atlantic can use this
method to take effective decision to improve the company performance(Supak, S.K. and et.al.,
2014). The data generated from this systems help the organization to take better decision
related to company working and management. The effective decision can help to improve the
productivity of organization.
Effectiveness of MIS as a tool for marketing, information gathering and communication
Management information system is considered as an effective tool which helps in gathering,
stored data in a specific software which helps in facilitating easy access to information for future
use. It is also helps in marketing under hospitality sector as it collects information from various
sources and provide to different departments that helps in bringing transparency in work as all
the work is being done in single system (Fritz, Sohn and Seegebarth, 2017). In hospitality sector
it become easy to collect information from different departments as MIS will provide all the
information. It is one of the most effective tool that can be used by organizations for marketing,
gathering information, communication etc. because it increases the reliability and accuracy of
the data stored and information collected. Due to this all the calculations involved within the
project are done accurately which increases the result's accuracy. One of the most important
thing about marketing is completeness of information. MIS system helps in ensuring
completeness of information and removes all the gaps within the system. It helps in identifying
all kind of missing information and possible consequences of the inaccurate or incomplete data
or information as well.
MIS assists in maintaining the customer base by establishing open communication channels
between the clients and the employees that help in innovation (Yang, Asaad and Dwivedi,
2017). This proved beneficial in reaping economic benefits and helped in maintaining the
informational needs as well. For example, Best Western London Queens Crystal Palace took
the help of this system to make decision for better execution of collected data about the regular
visitors. Moreover, it has also impacted the quality and delivery of services at both financial and
organizational levels. This minimises the errors or any delays while performing the operations
and manage the effectiveness and productivity in the hospitality sector on the whole.
The impact of marketing information system in the hospitality sector is huge and brought radical changes
in maintaining the connectivity between the internal and external information sources. This acts as bridge
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and reduce the gaps to maintain the brand image ad reputation at both the local and global markets. For
e.g. Virgin Atlantic has used the Marketing Intelligence System to attract the potential customers through
using the database and sending emails or messages to make them aware about the latest updates,
discounts and offers (Kanagal, 2015). Its effectiveness must be measured by its feasibility and easy
accessibility while using the internal records for future prospects or projects.
To sum up , it helps in organising the data base to make the tasks simplified and efficient for the
employees to give comfortability and affordability together. This system has led the entire organizational
control more robust and inclusive that supported in better execution of tasks and processes (Queiroz and
Oliveira, 2014). This enhanced the adoption of automated equipments and brought improvements in
context to the personal efficiency. Moreover, it led to removal of unregulated practices and operations and
established the systematic loop of activities to make a lasting impression on the minds of the customer
base
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REFERENCES
Books and Journals
Giesler, M. and Fischer, E., 2017. Market system dynamics.
Turel, O., 2015. Quitting the use of a habituated hedonic information system: a theoretical
model and empirical examination of Facebook users. European Journal of Information
Systems. 24(4). pp.431-446.
Gomez, G. and et.al., 2015. System and method to store and retrieve indentifier associated
information content. U.S. Patent 9. 165. 076.
Stalidis, G. and Karapistolis, D., 2014. Knowledge discovery and computerized reasoning to
assist tourist destination marketing. International Journal of Strategic Innovative
Marketing. 1(2). pp.103-119.
Saenko, N.R. and et.al., 2016. Research in action integrated marketing communications as the
elements of information and virtualization market relations. International Review of
management and marketing. 6(1S). pp.267-272.
Yadav, M. and Rahman, Z., 2017. Social media marketing: literature review and future research
directions. International Journal of Business Information Systems. 25(2). pp.213-240.
Supak, S.K. and et.al., 2014. An open source web-mapping system for tourism planning and
marketing. Journal of Travel & Tourism Marketing. 31(7). pp.835-853.
Fritz, W., Sohn, S. and Seegebarth, B., 2017. Broadening the perspective on mobile marketing:
An introduction. Psychology & Marketing. 34(2). pp.113-118.
Yang, Y., Asaad, Y. and Dwivedi, Y., 2017. Examining the impact of gamification on intention of
engagement and brand attitude in the marketing context. Computers in Human
Behavior. 73. pp.459-469.
Kanagal, N.B., 2015. Innovation and product innovation in marketing strategy. Journal of
Management and marketing research. 18. pp.1-25
Queiroz, J.P.D. and Oliveira, B., 2014. Benefits of the marketing information system in the
clothing retail business. JISTEM-Journal of Information Systems and Technology
Management. 11(1). pp.153-168.
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