An Understanding Through Marketing Information and Intelligence

Abstract

Businesses revolve around customers. Companies require knowing and understanding their customers well. To achieve this, companies require customer requirements and customer insights. Customer insights cannot be generated unless companies have processes in place to collect marketing information and marketing intelligence. The focus is to do a detailed discussion about the various aspects involved in collection of marketing information and marketing intelligence for generating customer insights. Companies require having an efficient marketing information system in place. Marketing information systems help in capturing and storing information about customers. The study also focuses on competitive intelligence to have a better understanding of customers. Companies require following ethical practices in collecting and analyzing marketing intelligence. The study focuses on this important aspect of business. Proper coordination and utilization of marketing information, marketing intelligence, and marketing information systems will help companies to generate better customer insights.