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1
Chapter 5
Managing MarketingInformation
 
2
 Information
 
(pp. 142-143)
Companies needinformation about:
The marketing environment
The competition
Customer needs, wants,behavior
Source of competitiveadvantageManagers don’t needmore information (more“data smog,”) – they needbetter information
 
3
 InformationSystem (MIS)?
(pp.131-132)
MIS consists of people, equipment, andprocedures to gather, sort, analyze, evaluateand distribute needed, timely, and accurateinformation to marketing decision makers The MIS helps the company: 
AssessAssess information needs
DevelopDevelop needed information
DistributeDistribute information to decision makers
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