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Marketing Reading: Marketing Intelligence

By: Robert J. Dolan and Leslie K. John
  • Format:Print
  • | Language:English
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Abstract

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.

Keywords

Marketing Research; Marketing; Research

Citation

Dolan, Robert J., and Leslie K. John. "Marketing Reading: Marketing Intelligence." Core Curriculum Readings Series. Harvard Business Publishing 8191, 2015.

About The Authors

Robert J. Dolan

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Leslie K. John

Negotiation, Organizations & Markets
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