Role of marketing information system/explain the benefits a firm should derive from having efficient marketing information system.

Principles and Practices of Marketing
  1. Access information needs-a good mkis should balance the information that managers require against what they really need and what is viable to offer given the organizations resources.ie how much information is needed, cost of obtaining the information given organization resources and benefits of having the information.
  2. Developing needed information-this involves gathering information as many sources as possible
  3. Carrying out information analysis-this involves using statistical and mathematical models to analyze information collected and its interpretation
  4. Distributing the information-the mkis distributes information to various decision makers.



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