We are a concern here with marketing management information. The nature of information needed to manage the marketing functions of an enterprise is unique because it is of its dynamism and diversity.
Though the basic need for information is the same for the marketing manager as for any other manager,
the marketing manager is faced with the vast array off data off different varieties, forms and degrees of credibility, Another unique feature of Marketing Information is that it is largely generated outside the organization. other managers are more interested in information generated within the organization. However, the marketing information is largely generated in the external environment from customers’ potential customers and tapped market segments competitors’ government Agencies and the like. marketing information is also diverse in forms and substances. it is complex in nature as it has a complicated relationship between the information and the managerial action which such information supports.
Thus, Marketing Information includes all the facts opinions, estimates and other evaluated data used in making decisions that have a far-reaching effect on the marketing unit.
Öğr. Gör. Hayri UYGUN
Recep Tayyip Erdoğan Üniversitesi