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Managing Marketing Information to Gain Customer Insights (Marketing…
Managing Marketing Information
to Gain Customer Insights
Marketing Information and Customer Insights
Assessing Marketing Information Needs
Developing Marketing Information
3.1. Internal Data
3.2. Competitive Marketing Intelligence
Marketing Research
4.1. Defining the problem and Research Objectives
4.2. Developing the Research Plan
4.3. Gathering Secondary Data
4.4. Primary Data Collection
4.5. Implementing the Research Plan
4.6. Interpreting and Reporting Findings
Analyzing and Using Marketing Information
5.1. Customer Relationship Management
5.2. Distributing and Using Marketing Information
Other Marketing Information Considerations
6.1. Marketing Research in Small Businesses and Nonprofit Organizations
6.2. International Marketing Research
6.3. Public Policy and Ethics in Marketing Research