市场营销课件02-global info system.pptVIP

Exploring Marketing ResearchWilliam G. Zikmund Chapter 2: Global Information Systems Global Information System Global Information System An organized collection of computer hardware, communication equipment, software, data, and personnel designed to capture, store, update, manipulate, analyze, and immediately display information about worldwide business activities. Data versus Information Data—the raw facts—record measures of certain phenomena which are necessary to provide Information—facts in a form suitable for managers to base decisions on Characteristics of Valuable Information