Principles of Marketing, 17/e

Analyzing and Using Marketing Information

Author Comment

We’ve talked generally about managing customer relationships throughout the book. But here, customer relationship management (CRM) has a much narrower data-management meaning. It refers to capturing and using customer data from all sources to manage customer interactions, engage customers, and build customer relationships.

Information gathered from internal databases, competitive marketing intelligence, and marketing research usually requires additional analysis. Managers may need help applying the information to gain customer and market insights that will improve their marketing decisions. This help may include advanced analytics to learn more about the relationships within sets of data. ...