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Other Teaching and Training Material 2015 Marketing Reading: Marketing Intelligence |
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;
Dolan, Robert J., and Leslie K. John. "Marketing Reading: Marketing Intelligence." Core Curriculum Readings Series. Harvard Business Publishing 8191, 2015.
