Marketing Information System as a Marketing Crisis Management Mechanism Through Big Data Analytics: A Case Study of Algeria Telecom in Bouira

This chapter aims to address the marketing information system MIS and its role in the face of marketing crises, especially in light of the ongoing changes and what needs him to current information about the surrounding environment. The study concluded that the marketing information system MIS plays an active role in the management of the marketing crisis by properly exploiting the huge amount provided by big data of classified data, and stored according to a database that helps to speed the flow to allow for the response of these crises and predict.