Marketing Intelligence System is a method of collecting and organizing important business information into a useable form for important business marketing purposes. Marketing decisions, both internally and externally, are directly related to marketing intelligence systems. MIS is composed of four parts; internal reports system (internal), marketing intelligence system (external), decision support system (objective), and market research system (project based application).

The importance behind MIS is critical to the external and internal environment of a company. Important strategic decision making is directly tied to the MIS. The application of the data gathered and organized into a useable form can be applied to the way a company handles its’ products, prices, investment practices, and joint ventures. An important thing to remember is that not all MIS is computer based. Although there is much online and web based data collection, the entire system of MIS involves the human involvement of properly comprehending and implementing the data.

Marketing Intelligence Systems (MIS) can be used for various purposes;

- The ability to forecast sociological and technological changes ahead of time and make the necessary internal changes to adjust to the changing environment of the consumer.

- The ability to track customers order history, their interests, and apply that information to better advertising and target marketing.

- The ability to detect competitor changes to enhance a company’s operation tactics in which area that competitor operates.