ABSTRACT

Marketing research and information systems are key approaches in the collection of marketing data. They provide insights into customer requirements and an awareness of the changing marketing environment, and help to inform better decision-making about all aspects of marketing strategies. This chapter explores the role of marketing research and marketing information systems. It introduces customer relationship management (CRM) systems and marketing knowledge competence. Market research and marketing information systems collect valuable information concerning the marketplace. Customer relationship management systems have been introduced to collect and analyse customer data. The concept of knowledge management is important in understanding the business and organizational processes that translate data into information and knowledge. Discussion of CRM systems highlights the need for organizations to manage not only data but also information and knowledge. Decision support systems (DSS) assist managers with unique, nonrecurring strategic decisions that are relatively unstructured.