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  • 2015
  • Other Teaching and Training Material

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.
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About The Authors

Robert J. Dolan

Marketing
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Leslie K. John

Negotiation, Organizations & Markets
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    The When and How of Effective Beta Testing

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    Shinola Detroit: Optimizing Product Line Breadth

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More from the Authors
  • Lifting the Veil: The Benefits of Cost Transparency By: Bhavya Mohan, Ryan W. Buell and Leslie K. John
  • The When and How of Effective Beta Testing By: Robert J. Dolan
  • Shinola Detroit: Optimizing Product Line Breadth By: Robert J. Dolan
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