A question on Marketing information system
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E-commerce businesses tend to have very sophisticated Marketing Information Systems. In the online environment, it is easier to collect and track information on visitors and purchasers than with brick and mortar enterprises. Keep in mind, nowadays companies give you "membership card" or ask for a phone number to track what you buy. Also many sales people will ask you how you heard of the business. These types of techniques may give you a hint as to companies with good MKT Information Systems.
Research a traditional company that uses a good Marketing Information System to gather data. Describe how they gather information, the type of information gathered, and how that information helps the company market its products.
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Solution Summary
Research a traditional company that uses a good Marketing Information System to gather data. Describe how they gather information, the type of information gathered, and how that information helps the company market its products.
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This response is based on personal experience and discussions with analysts from leading market research firms.
Unilever is a traditional company that is into FMCG industry selling products like soap, toothpaste, shampoos etc. Unilever has a good Marketing ...
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