Principles of Marketing, 17/e

4 Managing Marketing Information to Gain Customer Insights

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In this chapter, we continue our exploration of how marketers gain insights into consumers and the marketplace. We look at how companies develop and manage information about important marketplace elements: customers, competitors, products, and marketing programs. To succeed in today’s marketplace, companies must know how to turn mountains of marketing information into fresh customer insights that will help them engage customers and deliver greater value to them.

Let’s start with a story about marketing research and customer insights in action. Over the past decade, The LEGO Group has used innovative marketing research to gain deep insights into how children really play ...