Is a management information system designed to support marketing decision making. MIS is people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. Not to be confused for a management information system, marketing information systems are designed specifically for managing the marketing aspects of the business.
Published in Chapter:
Consumerism, Market Analysis and Impact on Business Plan Definition
Alessandro Ruggieri (‘Tuscia' University of Viterbo, Italy), Cecilia Silvestri (‘Tuscia' University of Viterbo, Italy), and Michela Piccarozzi (‘Tuscia' University of Viterbo, Italy)
Copyright: © 2014
|Pages: 33
DOI: 10.4018/978-1-4666-5880-6.ch019
Abstract
Creating a company is an event of great uncertainty and complexity. Many variables are to be considered and trying to predict the future development of the business is particularly important. A set of market and strategic analysis instruments can help entrepreneurs to define and solve problem in the start-up phase and to understand the potentialities of business. In particular, the analysis of consumerism is a particularly important factor in order to outline the development of demand and consumer behaviour. Therefore, the first instrument is certainly the business plan; it is necessary to explain and show the aspects of the market where firms will work. This chapter analyzes, through a qualitative analysis, the techniques of market analysis useful for drawing up a business plan focused on the consumer and the dynamics of consumerism. The goal is to emphasize the role the evolutionary dynamics of the consumer and his or her preferences play in leading the company planning towards specific market positioning and in determining the business volume.