Principles of Marketing by Pearson

4

Managing Marketing Informationto Gain Customer Insights

OBJECTIVES OUTLINE

• OBJECTIVE 4-1 Explain the importance of information in gaining insights about the marketplace and customers.
• OBJECTIVE 4-2 Define the marketing information ecosystem and discuss its parts.
• OBJECTIVE 4-3 Outline the role of marketing research and the steps in the marketing research process.
• OBJECTIVE 4-4 Explain how companies analyze and use marketing information.
• OBJECTIVE 4-5 Discuss the special issues some marketing researchers face, including public policy and ethics issues.

CHAPTER PREVIEW

In this chapter, we continue our exploration of how marketers gain insights into consumers and the marketplace. We look at how companies develop and manage information about ...