Excerpt from Term Paper:

......Defining a Marketing Information Systems Strategy for DirecTV
Given the velocity at which DirecTVs customers preferences and as a result the companys core businesses are changing, its clear that the company could benefit greatly from a Marketing Information System. In this system the need for integrating market research data, internal customer sales, service and marketing programs data, marketing intelligence both on industry dynamics and competitors into a comprehensive decision support system could be accomplished. The intent of this section of the paper is to recommend how a Marketing Information System could be created for DirecTV to provide the company with an increased ability to compete in the rapidly changing markets the company competes in
Marketing Process Definition and Systems Integration Is Critical
As the first step in creating the Marketing Information System for DirecTV, the company needs to first focus on the most critical customer objectives. Clearly alleviating customer churn while increasing the number of options in existing services while adding new ones is critical. To accomplish these strategic objectives, the Marketing Information System needs to include the following key components:
Development of process workflows to include all relevant internal data on customers, prospects, pricing, and marketing strategy plans

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