Marketing Information and Knowledge Management
The fact that information is collected does not automatically mean that it is used. Although those responsible for defining information requirements and for commissioning research surveys obviously have an interest in applying the results, there is no certainty that the remainder of the organisation will be able to contribute to the information collection process or have access to the results unless a formal marketing information system is in place. Indeed, following the principle that ‘knowledge is power’, there is every chance that those holding information will keep it to themselves and key decision makers may be left unaware that market information exists within the organisation.
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