INFORMATION INPUT IN THE MARKETING PRAXIS: possibilities to capture the customer knowledge

Abstract

This paper discusses the importance of information as an input to the practice of marketing and its use for seizing the knowledge of customers of companies and organizations as a whole. It defends that only when information about the customers can be obtained and managed, in order to generate knowledge for the organization, it is possible to have a competitive differential. Some evidences show that the appropriate use of such information leads to correct and safe decision making which helps to keep the customers. Keeping customers results in financial gains. It is evident that Information Science works in a perfect synchrony with marketing and that both complement themselves.