MARKETING INFORMATION SYSTEM AS A TOOL FOR EFFECTIVE MARKETING PLANNING AND CONTROL

It is obvious that the African Business System has been capable of producing a vast quantity of goods and services. However, in the past two decades, the African business system has also become extremely capable of producing massive amounts of information and data.

          This situation is a complete research from what previously existed in the past, marketing executives did not have a deal with an oversupply of information for planning and controlling purposes. In most cases, they gathered what little data they could and hoped that their decisions would be reasonably good.

          In fact, it was for this reason that marketing information system (MIS) came to be recognized as an extremely valuable staff function. It provides marketing management with information where previously they had been little or none and there by alleviated to a great extent the avidity of information for marketing planning and control. However, marketing management in many company as failed to store marketing information and much valuable marketing information is lost when marketing personnel change jobs and companies.