MRKT 351 Lecture Notes - Lecture 5: Global Marketing, Customer Relationship Management
Document Summary
Chapter 5 managing marketing information to gain customer insights. To create value for customers and to build meaningful relationships with them marketers must first gain sight into what they need and want in order to develop a competitive advantage. A (cid:272)o(cid:373)pa(cid:374)(cid:455)"s (cid:373)arketi(cid:374)g research and information system must do more that simply generate information. The real value lies in how it is used to provide customer insights. Companies must be careful not to go too far and become customer controlled key is not to give customers everything they ask for but to understand them to the core and give them what they need. A marketing information system (mis) consists of people and procedures for assessing informational needs, developing the needed information and helping decision makers to use the information to generate and validate actionable customer and market insights. Ma(cid:455) also pro(cid:448)ide i(cid:374)for(cid:373)atio(cid:374) to e(cid:454)ter(cid:374)al part(cid:374)ers (cid:894)suppliers, resellers (cid:895)
