Capturing marketing insights

Ebook "Marketing management (15th edition)" is a landmark entry in the long successful history of the market leader. With the 15th edition, great care was taken to provide an introductory guide to marketing management that truly reflects the modern realities of marketing. In doing so, classic concepts, guidelines, and examples were retained while new ones were added as appropriate. Three broad forces—globalization, technology, and social responsibility—were identified as critical to the success of modern marketing programs. These three topics are evident all through the text.

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Ebook Marketing management (14e): Part 1 includes contents: Part 1 understanding marketing management, part 2 capturing marketing insights, part 3 connecting with customers, part 4 building strong brands.

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After studying this chapter you will be able to understand: Marketing: creating and capturing customer value, company and marketing strategy partnering to build customer relationships, developing marketing strategies and plans, analyzing the marketing environment, managing marketing information to gain customer insights,...

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All organizations use social in a different way. At each stop on the tour, we gathered insights from over 2000 participants on how their customers are using in their marketing society today, plus any tips and lessons they learned along the way. Refer to the document "50 social insights from real marketers" to capture detailed information.

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Better measurement begins with better data. In the era of Big Data, CG companies need to identify which data provide the best insights into consumer behaviours and interactions with their brand or the product categories in which they compete (see sidebar, page 12). Then they need to ensure that the right processes and tools are in place to capture and analyse these data. Strategic partnerships will continue to play an important role as the consumer marketing efforts of CG companies mature.

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