2.

03

Marketing Information Management

 Marketing Information

marketing-related data (internal and

external) that the sport/event organization
acquires and uses to make marketing
decisions

Marketing information should be collected

in a systematic and proactive manner
Terms

Fact: event known to have happened, validated

Estimates: prediction of a quantity based on
experience or prior facts
Predictions: estimated guess regarding future
events
Relationship: connection between variables
Marketing Information: data used to execute
marketing strategy
Types of Marketing Information

Internal records: sales, costs, customer service

Marketing intelligence: everyday information
about developments in environment
Marketing research: links consumer, customer
and public to marketer through information
Ways to Use Marketing Info

Identify/define marketing opportunities & trends

Generate/evaluate marketing actions
Monitor marketing performance
Improve understanding of marketing process