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Improving Decisions with Marketing InformationJournal: Romanian Distribution Committee Magazine Volume 7 Issue 1

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  • TANASE, George Cosmin

Abstract

To make good marketing decisions, managers need accurate information about what is happening in the market. They usually can’t get all of the information that they’d like, but part of their job is to find cost-effective ways to get the information that they really must have. One source is marketing research —procedures that develop and analyze new information about a market. Marketing research may involve use of questionnaires, interviews with customers, directly observing customers, experiments, and many other approaches. But most marketing managers have some information needs that would take too long, or cost too much, to address with one-at-a-time marketing research projects. So, in many companies, marketing managers also routinely get help from a marketing information system (MIS) —which is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions

Suggested Citation

  • TANASE, George Cosmin, 2016. "Improving Decisions with Marketing InformationJournal: Romanian Distribution Committee Magazine Volume 7 Issue 1," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 7(1), pages 18-21, April.
  • Handle: RePEc:rdc:journl:v:7:y:2016:i:1:p:18-21
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    File URL: http://crd-aida.ro/RePEc/rdc/v7i1/3.pdf
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    References listed on IDEAS

    as
    1. Lilien, Gary L. & Rangaswamy, Arvind & van Bruggen, Gerrit H. & Wierenga, Berend, 2002. "Bridging the marketing theory-practice gap with marketing engineering," Journal of Business Research, Elsevier, vol. 55(2), pages 111-121, February.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Marketing research; information technology; communication; coordination; marketing information systems; consumer; responses; scientific methods;

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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