NIKE on using Marketing Information System
E-commerce businesses tend to have very sophisticated Marketing Information Systems. In the online environment, it is easier to collect and track information on visitors and purchasers than with brick and mortar enterprises. Keep in mind, nowadays companies give you “membership card” or ask for a phone number to track what you buy. Also many sales people will ask you how you heard of the business. These types of techniques may give you a hint as to companies with good MKT Information Systems.
Research a traditional company that uses a good Marketing Information System to gather data. Describe how they gather information, the type of information gathered, and how that information helps the company market its products.
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NIKE is a traditional company because it was founded in 1964. It, however, has been in the sports industry since that time and remains one of the most profitable businesses in the sporting industries. One of the main reasons why NIKE has been able to sustain itself in this transformative market is due to its use of the Marketing Information System (MIS) which has…
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