MKTG 310 Chapter Notes - Chapter 4: Customer Relationship Management, Pg. 99
7 Oct 2016
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99): fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships. 99): 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 market insights. A good mis balances the information users would like to have against what they really need and what is feasible to offer (pg. 100): electronic collections of consumer and market information obtained from data sources within the company network. Marketing department, customer service department, accounting department, operations and sales force each have specific things they look out for to help the company grow (pg. Internal databases usually can be accessed more quickly and cheaply than other information sources, but they also present some problems. Data ages quickly, keeping the database current requires a major effort.
