Marketing Information System and Marketing Research 201
10.1 DEVISING BUSINESS FOR TOMORROW
When it comes to marketing, which is critical to all the functions in a business, marketers always walk
a tightrope. Success of marketers depends on their ability to take decisions about the future, while
the tools they depend on are purely historical. They are likely to handle a series of changes to reach a
proper decision. On the basis of the decision of a marketer, all the other functional units of an organiza-
tion set their plans. Thus, a wrong or an inaccurate decision made by a marketer is a wrong decision
for the whole fi rm. The other departments receive what marketers convey as a basis. Looking at these
criticality, marketers must put every ...