Customer insight: Fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships.
Marketing Information Systems:
"A marketing information system (MIS) is an organized set of procedures and methods designed to capture, sort analyze, store and distribute the continuous information flow from inside and outside the company". In any organization the marketing information system is very necessary. The Pearl Continental has a strong marketing information system (MIS) in the hotel. There is a continuous information flow in the hotel.
In the Pearl Continental information is needed by marketing managers can be obtained from
Internal Company records/ databases
"Internal records information consists of information gathered from sources within the company to evaluate marketing performance and to identify marketing problems and opportunities."