Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

8. Improving Decisions
   with Marketing
   Information

Text © The McGraw−Hill

Companies, 2002

Improving Decisions with Marketing Information 219

shown in Exhibit 8-1. As part of that review, we’ll highlight how technology is

changing MIS use.

Basic MIS concepts are not very different today than they were 20 years ago.

However, recent developments in information technology are having a radical

impact on what information is available to marketing managers and how quickly.

A big difference today is how easy it is to set up and use an MIS. A short

time ago, connecting remote computers or exchanging data over networks was

very difficult. Now, it’s standard. And even a manager with little computer expe-

rience can quickly learn to use an MIS. As a result, managers everywhere have

access to much more information. It’s instantly available, and often just a mouse

click away.

New developments in computer

networks and software are

making it easier for companies to

gather and analyze marketing

information.

Get more information—

faster and easier

Databases

(“Data

warehouse”)

Information

sources Questions and answers

Decision

maker Results

Market

research

studies

Marketing

models

Internal

data

sources

Decision

support

system

(DSS)

Marketing

manager

decisions

Outcomes

(sales, profit,

customer

reactions, etc.)

Information

technology

specialists

External

data

sources

Questions

Answers

Inputs

Newinformation

Feedback

Exhibit 8-1

Elements of a Complete

Marketing Information

System