COMM 131 Lecture Notes - Lecture 7: Customer Relationship Management, Neuromarketing, Unearth
5 May 2017
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Document Summary
Chapter 5: managing marketing information to gain customer insights (pg. To create value for customers/build relationships with them, marketers must first gain fresh, deep insights into what customers need and want. Companies use customer insights to develop competitive advantage. Customer insights: fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships. Customer insight groups collect from a variety of sources: marketing research studies, mingling with and observing consumers, monitoring consumer online conversations. Companies must be careful not to go too far and become customer controlled (giving customers everything they request): key is to understand customers and give them what they need. Marketing information system (mis): people and procedures for assessing information needs, developing the needed information, and helping decision makers to sue the information to generate and validate actionable customer and market insights. Mis primarily serves the company"s marketing and other managers.
