COMM 131 Chapter Notes - Chapter 5: Customer Relationship Management, Intranet, Extranet

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Jacob Brower

Document Summary

Customer insights: fresh understandings of customers and the marketplace derived from marketing information that become the basis for creasing customer value and relationships. Companies must be careful not to become customer controlled (not give customers everything they request) Marketing information system (mis): people and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights. Mis begin and end with information users (marketing managers, internal and external partners, etc. ) Interacts with information users to assess information needs. Interacts with marketing environment to develop needed information (through company databases and market research) Mis primarily serves the company"s marketing and other managers. Provides information to external partners (suppliers, resellers, marketing agencies) Internal databases: electronic collections of consumer and market information obtained from data sources within the company network. Information comes from a variety of sources (marketing, operations, accounting, etc. ) Accessed more quickly and cheaply than other sources.