The study on the application of marketing information system

Now, as the linkage between the company and the market environment, the marketing information system (MIS) has played an important role in the company decision-making and business operation activities. The effect of the information technique on the company´s competitive ability lies on the application of the information technique. In fact, many companies have the tendency that emphasizes the technique but neglects the application when they implement the marketing information system. So their marketing information system has never achieved the expectant effects. This paper studies this question, and analyses the wrong concepts when the company implements the marketing information system in order to provide theoretical instructions for the application of the marketing information system.