BMGT 350 Chapter Notes - Chapter 4: Customer Insight, Customer Relationship Management, Online Advertising

• School: University of Maryland
• Department: Business and Management
• Course: BMGT 350
• Professor: Roxanne Lefkoff

Document Summary

Chapter 4: managing marketing information to gain customer insight. To create value marketers must gain deep insights into what customers need and want: comes from good marketing information. With recent explosion of information technologies, companies can now generate marketing information in great quantities. Consumers themselves are now generating tons of marketing information: e-mail, texts, blogs, facebook, twitter. Most marketing managers are overloaded with data and often overwhelmed: don"t need more information, need better information, need to make better use of the information that they have already. Companies must design effective marketing info systems that give managers with the right info. Mis helps users to analyze and use the information to develop customer insights, make marketing decisions and. Marketing info system primarily serves the company"s marketing and other managers. May also provide info to external partners-suppliers, resellers, marketing services agencies. Good mis balances info users would like to have against what they really need and what is feasible to offer.