Marketing Decisions and Marketing Information

The consideration of the management of marketing information draws to a close with an examination of control mechanisms, following from the earlier issues of analysis, planning and implementation in the MkIS. It has long been recognised that the evaluation and control of the marketing information function has been limited in practice: ‘almost no emphasis has been placed on the evaluation and control of research by top marketing management. As a staff function, research has been subject to much less scrutiny than other marketing functions’ ( Myers and Samli, 1969 ).