Marketing research as part of a marketing information system

The wealth of information flowing into a company has to be organized so that it reaches the right people. Successful companies operate marketing information systems (MIS) to gather accurate, up-to-date information, analyse it and disseminate the results to appropriate decision-makers in time to allow the company to maximize its opportunities and to avoid potential threats. Along with other information producing departments within the company (sales, accounts, etc.), marketing research can assist management in the decision-making process across the full range of marketing activities, from description of a market segment to prediction of future trends.

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