“the Use of Mis as a Tool of Gathering Information and Making Decisions for Fmcg Sector”

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ISTANBUL TECHNICAL UNIVERSITY

MANAGEMENT FACULTY
MANAGEMENT ENGINEERING PROGRAM

ISL353E MARKETING

“The Use of MIS as a Tool of Gathering Information and Making Decisions for FMCG Sector”

Group 9

Hande GÜLÇİN
Neşve HACIOĞLU
Raşit KARANFİL
Nebi Şahin YÜZER
Efe BERBER

INDEX
1. LITERATURE REVIEW
1.1. Introduction
1.2. Marketing Information and Customer Insights
1.3. Assessing Marketing Information Needs
1.4. Developing Marketing Information 1.4.1. Internal Data 1.4.2. Competitive Marketing Intelligence
1.5. Marketing Research 1.5.1. Defining the Problem and Research Objectives 1.5.2. Developing the Research Plan 1.5.3. Gathering Secondary Data 1.5.4. Primary Data Collection 1.5.4.1. Research Approaches 1.5.4.2. Contact Methods 1.5.4.3. Sampling Plan 1.5.4.4. Research Instruments 1.5.5. Implementing the Research Plan 1.5.6. Interpreting and Reporting the Findings
1.6. Analyzing and Using Marketing Information 1.6.1. Customer Relationship Management 1.6.2. Distributing and Using Marketing Information
1.7. Other Marketing Information Considerations 1.7.1. Marketing Research in Small Businesses and Nonprofit Organizations 1.7.2. International Marketing Research 1.7.3. Public Policy and Ethics in Marketing Research
2. FIELD RESEARCH: Fast Consumer Product Goods 2.1. Fast Consumer Product Goods Sector 2.2. Efes Pilsen 2.3. L’oreal 2.4. Unilever 2.5. Eti 2.6. Henkel

3. CONCLUSION
4. REFERENCES
5. APPENDIX 5.1. Questionnaire 5.2. Contact Infos

1. LITERATURE REVIEW

1. Introduction

In this paper, all aspects of Marketing Information System as a tool of gathering information and making decisions is explained. The effort on understanding how