MGMA01H3 Chapter Notes - Chapter 5: User Friendly, Eye Tracking, Data Mining
20 Jan 2013
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Chapter 5 managing marketing information to gain customer insight. Customer insight fresh understanding of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships. Marketing information system (mis) consists of people and procedures for: Helping decision makers use the information for customers. Mis provides information to the company"s marketing and other managers and external partners such as suppliers, resellers, and marketing service agencies. A good mis balances what the information users would like to have against what they need and what is feasible to offer. Sometimes the company cannot provide the needed information, either because it is not available or because of mis limitations. The costs of obtaining, analyzing, storing, and delivering information can mount quickly. The company must decide whether the value of insights gained from additional information is worth the costs of providing it, and both value and cost are often hard to assess.
