4.8 Marketing and Sales

Figure 4.6: Marketing Mix

	Marketing IS should be suited to the main marketing activities such as the ones included in the marketing mix (the four P’s as shown in Figure 4.6): Product, Price, Place and Promotion.
	IS should be adopted in the context of the appropriate product/service, at the best price, in the right place and through the best promotion medium.

4.8 Marketing and Sales

IS should be in harmony with the organization’s marketing strategy, and consequently with the sales strategy.

Examples of such marketing IS include: Customer Relations Management (mentioned in section 4.1.3), data mining and marketing automation.