市场研究精要.pptVIP

* 市场营销学 第4章 市场研究 一、市场营销信息系统 Kolter’s Definition: A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. 构成：内部报告系统；市场营销情报系统；市场营销调研系统；市场营销分析系统。 市场营销学 第4章 市场研究 Marketing Information System (MIS) Internal Records Marketing Intelligence System System Marketing Research System Marketing Environment Marketing Manager Marketing Decision and Communication Market-ing Informa-tion 市场营销学