PHYSICS 102 Lecture Notes - Lecture 24: Customer Relationship Management, Online Advertising, Scale-Invariant Feature Transform
Document Summary
Marketers must use information to gain powerful customer and market insights. To gain good customer insights, marketers must effectively manage marketing information from a wide range of sources. Companies must design effective marketing information systems that give managers the right information. Marketing information system (mis) people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights. The mis begins and ends with information users. A good mis balances the information users would like to have against what they need and what is feasible to offer. An internal database is an electronic collection of consumer and market information obtained from data sources within the company network. It can be assessed easy and quickly: competitive marketing intelligence. Competitive marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketing environment.
