1. Marketing Information Management
2.03
Marketing Information Management

2. Marketing Information
marketing-related data (internal and external) that the sport/event organization acquires and uses to make marketing decisions
Marketing information should be collected in a systematic and proactive manner
Businessdictionary.com

3. Fact: event known to have happened, validated
Terms
Fact: event known to have happened, validated
Estimates: prediction of a quantity based on experience or prior facts
Predictions: estimated guess regarding future events
Relationship: connection between variables
Marketing Information: data used to execute marketing strategy
Businessdictionary.com

4. Types of Marketing Information
Internal records: sales, costs, customer service
Marketing intelligence: everyday information about developments in environment
Marketing research: links consumer, customer and public to marketer through information
Kotler, Armstrong: p 95-98

5. Ways to Use Marketing Info
Identify/define marketing opportunities & trends
Generate/evaluate marketing actions
Monitor marketing performance
Improve understanding of marketing process
Kotler/Armstrong, p99