University of Wollongong: Principles of Marketing Assignment

This assignment addresses core principles of marketing, starting with the importance of information in gaining market and customer insights, which aids in building customer relationships and creating value. It defines the marketing information system (MIS), detailing its components and role in assessing customer needs and facilitating decision-making. The assignment outlines the steps of the marketing research process, from problem definition to action, and explains how companies analyze and use marketing information through internal databases, market intelligence, and social media integration for enhanced customer relationship management. Furthermore, it discusses special issues faced by marketing researchers, including those in small businesses, non-profit organizations, and international contexts, while emphasizing the importance of ethical considerations and public policy within marketing research. References to key marketing literature are included.