January 2017
Beginner
580 pages
160h 2m
English
To create value for customers and build meaningful relationships with them, marketers must first gain fresh, deep insights into what customers need and want. Such customer insights come from good marketing information. Companies use these customer insights to develop a competitive advantage.
For example, when it began six years ago, social media site Pinterest needed to differentiate itself from the dozens, even hundreds, of existing social networking options.2
Pinterest’s research uncovered a key customer insight: ...