The importance of market information as support for marketing decisions

Abstract

This article studied the use of marketing information by organizations for decision making purposes. Executives often face situations requiring decisions based upon experience, without having adequate information about collection and processing of data to support decision making in marketing. Therefore in a review of pertinent literature, the subject of a marketing information system and model structure was addressed for reference as proposed by Kotler (1998). In addition a descriptive survey was made with executives responsible for marketing decisions in 110 medium to large companies in Londrina. Results showed some associations between segments studied, company size and sector of activity in relation to marketing activities. Finally it became clear how organizations make use of information obtained to make marketing decisions.