One of the most dramatic and pervasive changes I’ve seen in marketing over the last 20 years is the prominence of a marketing information system guiding marketing decision-making and planning. In ...

Firms that successfully compete in today's ruthless business climate are naturally inclined to focus on customer needs. Because they are customer-focused, successful firms are also inherently more ...

A marketing system is a set of procedures and practices that allows companies, including corporations, to market their products and services. The corporate marketing system defines how the company ...