Abstract
M.Comm. (Business Management)
The evaluation of strategic market information with the aid of an expert
marketing planning system.
Market information is one of the key inputs to a strategic marketing plan.
The display of the market information with the aid of an expert marketing
planning system will be discussed in this thesis. Market information was
obtained by means of a questionnaire. The information was analysed and
the marketing planning expert system was used to evaluate the
marketing opportunities.
The evaluation of the expert marketing planning system was done against
ten points for a marketing planning process. The conclusion of this thesis
is that an expert marketing planning system can aid the marketing
planner in the evaluation of the strategic market information. However it
is important to manage the planning process to obtain a marketing plan
that will be accepted and implemented by the organisation.