RSM250H1 Chapter Notes - Chapter 5&10: Neuromarketing, Getgo, Uptodate
Document Summary
Bottom-up information (i. e. blogs and video reviews) is low cost and can provide valuable information to organizations about customer needs/wants. Managers complain or needing better information rather than needing more information itself: also need to make better use of the information that they already have. Customer insights: fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value an relationships. Customer insight groups collect customer and market information from a wide variety of sources and then use this information to develop important customer insights from which the company can create more value for its customers. Marketing information system (mis): people and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights: steps it goes through: Interacts with information users to assess information needs.
