to link an organization to its market through information
Marketing Information System
A continuing and interacting structure of people, equipment and procedures designed to gather sort, analyze, evaluate, and distribute pertinent timely and accurate information to marketing decision making
Four Stages of Market Planning
Situation analysis
Strategy development
Marketing program development
Implementation
Situation analysis analyzes
Market environment
Market characteristics
Consumer behavior
Market Research Provides Info to Assist Management With Three Critical Decesions