COMM 223 Chapter 5: Managing Marketing Information to Gain Customer Insights (Kotler: Principles of Marketing, 9th Canadian ed)
Document Summary
Chapter 5) managing marketing information to gain customer insights. To get good buyer insights, marketers must eectively manage mark. info from wide source range. Bottom-up mark. info comes from indiv. volunteering info to each other/org. s on various platforms. Customer insights - fresh understandings of customers and the marketplace derived from marketing info that become basis for creating customer value and relationships. Customer insights teams composed of customer insight vp and rep. s from all of rm"s f(x)al areas. Collect customer and market info from variety of sources to develop important customer insights so company can create more value for customers. Companies must design eective marketing info systems giving managers right info in right form at right time and help them to use info to create customer value and stronger customer relationships. Marketing information system (mis) - ppl and procedures for assessing info needs, developing needed info, and helping decision makers use info to make/validate actionable customer and market insights.