Marketing Information System As Tool For Decision Making In Marketing Management

CHAPTER ONE INTRODUCTION Background of the study In human society, they are many organic sections and they are goals oriented. These goal and objectives could be achieved through information. A major consideration for marketing managers is the problem of getting information in such a way that organization achieves their goals. Heskett, J. L. (1977) put in this what “to manage a business well is to manage the future and to manages the future is to manage the information” in other words successful marketing strategies requires information potential target market and their likely response to ma…