KOTLER'S MODEL OF MKIS

~ This model begins and ends with information users – marketing managers, internal and external partners and others – who need marketing information.

~ First, it interacts with these information users to assess information needs.

~ Next, it develops needed information from internal firm databases, marketing intelligence activities and marketing research.

~ Then it helps users to analyse information to put it in the right form for making marketing decisions and managing customer relationships.

~ Lastly, it distributes the marketing information and helps managers use it in their decision making.