Marketing Information System

Más información sobre el libro

The essay explores the vital role of Marketing Information Systems in enhancing marketing management through strategic, control, and operational decision-making. It outlines four key components: Internal Reporting Systems, Marketing Research Systems, Intelligence Systems, and Marketing Models. Emphasizing the need for organizations to gather and analyze consumer data, it highlights the importance of understanding customer behavior while cautioning against over-reliance on quantitative data. The piece distinguishes between Marketing Intelligence and Marketing Research, underscoring their respective roles in informing marketing strategies.