1. Home
  2. Industrial engineering
  3. Industrial management
  4. Marketing management

  5. Market intelligence at the heart of marketing management

Article | REF: AG1110 V1

Marketing management

Author: Nathalie GUIBERT

Publication date: February 10, 2009, Review date: December 14, 2018

You do not have access to this resource.
Click here to request your free trial access!

Already subscribed? Log in!

Français

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

You do not have access to this resource.

Exclusive to subscribers. 97% yet to be discovered!

You do not have access to this resource.
Click here to request your free trial access!

Already subscribed? Log in!

The Ultimate Scientific and Technical Reference

A Comprehensive Knowledge Base, with over 1,200 authors and 100 scientific advisors
+ More than 10,000 articles and 1,000 how-to sheets, over 800 new or updated articles every year
From design to prototyping, right through to industrialization, the reference for securing the development of your industrial projects

This article is included in

Industrial management

This offer includes:

Knowledge Base

Updated and enriched with articles validated by our scientific committees

Services

A set of exclusive tools to complement the resources

Practical Path

Operational and didactic, to guarantee the acquisition of transversal skills

Doc & Quiz

Interactive articles with quizzes, for constructive reading

Subscribe now!

Ongoing reading
Market intelligence at the heart of marketing management
Outline