MIS Term in Marketing

Whooaaaa....!!!!
I was quiet surprised to discover that my new world (Marketing world) has the same term: 'MIS' in it. Interesting. Similar to the one we use in my lovely previous world (Information System world), this 'MIS' term in marketing, says Kotler & Armstrong in Principles of Marketing [Pearson Education, 11th edition, 2006]:

A Marketing Information System [MIS] consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

It can be used by Marketing Managers in decision-making process through the Marketing Environment. But eventually, the information has no worth, unless it can be used effectively by people related to it. In other words say: its value comes from its USE.