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MKM607 Topic 3 GATHERING INFORMATION & SCANNING THE ENVIRONMENT

MKM607 Topic 3 GATHERING INFORMATION & SCANNING THE ENVIRONMENT. At the end of this chapter, students will be able to: Explain the concept of Marketing Information System (MKIS) List the components of MKIS Explain the importance and functions of internal records.

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MKM607 Topic 3 GATHERING INFORMATION & SCANNING THE ENVIRONMENT

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  1. MKM607 Topic 3 GATHERING INFORMATION & SCANNING THE ENVIRONMENT At the end of this chapter, students will be able to: • Explain the concept of Marketing Information System (MKIS) • List the components of MKIS • Explain the importance and functions of internal records. • Discuss what is involved in a marketing intelligence system. • Discuss the key methods for tracking and identifying opportunities in the macroenvironment. • Discuss the important macroenvironment developments.

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