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Essay Details:
Essay text:
Management devoted most of its attention to managing money,
materials, machines, and men. Less attention to the fifth critical
resource of the firm: information.
How can management learn about:
?? Changing customer wants
?? New competitor initiatives
?? New modes of distribution, and so on?
The answer is clear:
Management must develop and maintain a marketing
information system and have the skills of carrying out sound
marketing research.
Marketing Information
Some firms have developed marketing information systems
that provide management with rapid and incredible detail about
buyer wants, preferences, and behavior...
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