Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 11

Input for marketing information systems can come from internal or external sources. ACNielsen Corporation is the largest provider of single-source marketing research in the world. Identify two firms in your city that might benefit from internal sources and two that might benefit from external sources. Explain why these sources would be useful to these companies. Suggest the type of information each company should gather.