Chapter 5: The changing marketing environment and information management

This Chapter discusses the changing marketing environment and the importance of information management for companies. The authors emphasize how companies must adapt to macroenvironmental forces, including political, economic, social, technological, environmental, and legal forces, which influence customer needs and behaviors. They describe the different aspects of the marketing environment, such as population demographics, cultural values, and the ecological and sociocultural environment, and the ways they impact companies. The authors provide practical advice for managing internal records, implementing sales information systems, and utilizing marketing intelligence systems to gather customer information and improve business outcomes. They also introduce the CRISP-DM process, a data mining methodology that can be used to analyze and interpret customer data and generate actionable insights for business decision-making.