Shinola Detroit: Optimizing Product Line Breadth
Citation:
Dolan, Robert J. "Shinola Detroit: Optimizing Product Line Breadth." Harvard Business School Case 520-111, June 2020. View Details|
Other Teaching and Training Material 2015 Marketing Reading: Marketing Intelligence |
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.
