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Chapter 4 - Chapter 4 Managing Marketing Information...

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Chapter 4 Managing Marketing Information Companies need BETTER information, not just more information o They need info about competitors, customer needs, and market environment The Marketing Information System MIS consists of people, equiptment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. o MIS helps managers to: Assess information needs Develop needed information Distribute information A good MIS balances the information users would like against what they really need and what is feasible to offer Sometimes the company cannot provide the needed information because it is not available or due to MIS limitations Have to decide whether the benefits of more information are worth the costs Developing Marketing Information Internal Databases o Electronic collections of information obtained from data sources within the company
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Marketing Intelligence o
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