Marketing Reading: Marketing Intelligence
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Publication Date:
April 15, 2015
Source:
Harvard Business Publishing
The latest revision (December 2019) reflects changes in how market research is conducted, including the impact of technology on research methods and how organizations are building marketing programs that go beyond the collection of data points to achieve greater business insights. Examples highlighting various secondary and primary research methods, and techniques have been incorporated throughout the reading. Learn more: bit.ly/marketingcc-guide
Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading is accompanied by a Teaching Note, test bank, and exhibit slides. This Reading provides the basic knowledge a marketing manager needs in order to choose the right combination of research methods, as well as the best way to present research findings to stakeholders. Furthermore, this Reading shows how effective decision making hinges on marketing intelligence, which is defined as a deep and informed understanding of the relationship among the customer, the marketing environment, and the company’s offerings.
This Reading contains links to five Interactive Illustrations: three on interpreting conjoint analysis results, one on perceptual mapping, and one on A/B testing. The Reading also links three videos covering topics including market research at P&G, field research, and survey design.
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Marketing Reading: Marketing Intelligence
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