3. Market intelligence at the heart of marketing management
The quality of marketing management depends to a large extent on the quality of the information available to managers, and the degree of market intelligence they can achieve.
The crucial information, within the control and monitoring resources provided by the marketing information system, is that which enables proper market diagnosis (§ 3.1 ). Understanding buying behavior is central to this approach, whether it concerns consumer customers (§ 3.2
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Market intelligence at the heart of marketing management
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