The correct answer is C. Philip Kotler.
Philip Kotler is an American marketing author, consultant, and professor emeritus at the Kellogg School of Management at Northwestern University. He is widely regarded as the father of modern marketing. His books Marketing Management and Marketing Insights have sold millions of copies worldwide.
Kotler has defined a marketing information system as “a set of procedures and methods for the regular, planned collection, analysis, and dissemination of information to marketing decision makers.” He has also identified the following components of a marketing information system:
- Internal records: These are records that are generated by the company’s own operations, such as sales data, customer records, and financial data.
- Marketing intelligence: This is information that is collected from outside the company, such as from government reports, trade publications, and industry analysts.
- Marketing research: This is the process of gathering and analyzing information about customers, competitors, and the marketing environment.
- Marketing decision support systems: These are computer-based systems that help marketing managers to analyze data and make decisions.
Kotler’s work on marketing information systems has been highly influential in the field of marketing. His work has helped to improve the way that companies collect, analyze, and use information to make marketing decisions.
The other options are incorrect.
A. Philip Vegas is not a marketing authority.
B. F.A. Fisher is not a marketing authority.
D. Roger McSack is not a marketing authority.
E. None of the above is the correct answer.