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MIS (Advantages (An avoidance of crises, Coordinated marketing plans, The…
MIS
Advantages
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- Coordinated marketing plans
- The storage of important data
- Speed in obtaining sufficient information to make decisions
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- Data amassed and kept over several time periods
- Organized data collection
- The ability to do a cost-benefit analysis
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Main Steps
Developing information
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- Various data collection types
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Philip Kotler definition
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Marketing Research
The Systematic design, collection, analysis and reporting of data
Internal Records
eg : sales, costs, cash flows, production schedules, shipments
Three main sources
Marketing intelligence
- information gathered from many sources
- includes all everyday information about developments in the market
Market research
- specific studies to support company's marketing strategy
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