Managing Marketing Information

Managing marketing information is very important for the success of any business operation. In order to be successful, marketing strategies must be organized around good intelligence (Pickton and Masterson 2010, p. 162). In order to make appropriate changes to products and services offered, it is first necessary to have significant information relative to the changes desired. To have a satisfactory understanding of the market situation and conditions and to be able to predict future opportunities and risks, marketing managers must act on reliable information (Armstrong and Kolter 2011). In other words, marketing research must be conducted.