Radha R would like to thank Rahul Mohandas for contributing this months column. (CPG) organizations have typically invested in inward-looking information systems, such as supply chain and finance, and have shied away from market information systems. While the existing information systems deliver results to a large extent, there are limited additional benefits that these systems can offer, which leads organizations to consider new focus areas . One area is marketing information systems.
This months column discusses the information needs of the marketing function in a typical CPG organization and various marketing metrics and sources of the information of interest. It will also discuss the kinds of challenges in putting together the information in a holistic manner.
Register or login for access to this item and much more
All Information Management content is archived after seven days.
Community members receive:
- All recent and archived articles
- Conference offers and updates
- A full menu of enewsletter options
- Web seminars, white papers, ebooks
Already have an account? Log In
Don't have an account? Register for Free Unlimited Access