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
Exclusive to subscribers. 97% yet to be discovered!
Already subscribed? Log in!
Market intelligence at the heart of marketing management
Conclusion
Bibliography
Exclusive to subscribers. 97% yet to be discovered!
Already subscribed? Log in!
Article included in this offer
"Industrial management"
(
72 articles
)
Updated and enriched with articles validated by our scientific committees
A set of exclusive tools to complement the resources
