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Chapter 4 - Coggle Diagram
Chapter 4
Assessing Marketing Information Needs
Develop needed information
Analyze information
Assess the information needs
Distribute information
Developing Marketing Information
Marketing intelligence
Marketing research
Developing the research plan
Implementing the plan
Defining the problem and research objectives
Interpreting and reporting the findings
Internal data
Advantages:
Disadvantages:
Other Marketing Information Considerations
International Marketing Research
Marketing Research in Small Businesses and Nonprofit Organizations
Public Policy and Ethics in Marketing Research
Distributing and Using Marketing Information
Extranet provides information to key customers and suppliers
Intranet provides information to employees and other stakeholders.
Analyzing Marketing Information
Customer Relationship Management (CRM)
Touch points:
Data warehouses