2.032.03

Marketing Information Management

Marketing Informationmarketing-related data (internal and external) that the sport/event organization acquires and uses to make marketing decisionsMarketing information should be collected in a systematic and proactive manner

TermsFact: event known to have happened, validatedEstimates: prediction of a quantity based on experience or prior factsPredictions: estimated guess regarding future eventsRelationship: connection between variablesMarketing Information: data used to execute marketing strategy

Types of Marketing Information

Internal records: sales, costs, customer serviceMarketing intelligence: everyday information about developments in environmentMarketing research: links consumer, customer and public to marketer through information

Ways to Use Marketing Info

Identify/define marketing opportunities & trendsGenerate/evaluate marketing actionsMonitor marketing performanceImprove understanding of marketing process