Unformatted text preview: 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.
• Moon worked at IBM
Information is not free
“Analysis Paralysis” – so conservative about getting more info, but not getting anything done 4-7 Developing Marketing Information
• Internal Databases: Electronic collections of • • information obtained from data sources within the company.
Marketing Intelligence: Systematic collection and analysis of publicly available information...
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