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Cybermarketing, 2nd Edition by Upkar Pardesi, Matthew Bickerton, Pauline Bickerton

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Chapter 2

Finding out about your world and your market

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Most marketing people claim that their greatest fear is that they are in abject ignorance of their place in the market. Most marketing people suspect that they may not have fully grasped their full worth in the marketplace. Very few marketers would claim with confidence that they have got their finger on the pulse at all times.

If you can relate to any of the above, this chapter is for you. It is about ‘where to look’ on the Internet and how to go about alleviating those fears. It will help you to design and implement the basis for an effective management information system (MIS). This ...

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