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PART 2 Capturing Marketing Insights
Chapter 3 | Collecting Information and Forecasting Demand
Chapter 4 | Conducting Marketing Research
3
Chapter
In This Chapter, We Will Address The severe economic recession that began
the Following Questions in 2008 led many firms to cut their prices
and use sales to try to retain customers.
1. What are the components of a modern marketing information
system?
2. What are useful internal records for such a system?
3. What makes up a marketing intelligence system?
4. What are some influential macroenvironment developments?
5. How can companies accurately measure and forecast demand?
