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Marketing informationsystems

11.1 Scope of the MkIS

Marketing research is part of the Marketing Information Systems (MkIS) that collects, processes and co-ordinates information from a wide range of sources. The MkIS is a computer based decision support system and has a number of inputs and one output as shown in Figure 11.1:

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Figure 11.1Marketing Information System (MkIS)

Three inputs can be seen: marketing research, market intelligence and the internal accounting system. MkIS output is used for strategic marketing planning which formulates marketing plans and implements them, but what is planned does not always match what happens. These ...

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