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What is Global Marketing Information Management about?

This chapter discusses managing marketing information. It defines a marketing information system as consisting of people, equipment, and procedures to gather, analyze, and distribute market data to decision makers. The chapter outlines assessing information needs, developing information internally and through research, analyzing data, and distributing findings. It also describes the marketing research process of defining problems, developing a research plan, implementing the plan, interpreting results, and

Author

Onaj

Language

EN