Title: Marketing information and marketing intelligence for customer insights

Authors: Pratap Chandra Mandal

Addresses: Indian Institute of Management, Mayurbhanj Complex, Nongthymmai, Shillong – 793014, East Khasi Hills District, Meghalaya, India

Abstract: Relevant information and intelligence are essential for any organisation to generate customer insights. The business environment, especially the marketing environment is changing continuously with developments taking place regularly. In this turbulent environment, marketers require the latest and relevant information and insights to take effective decisions. Marketers achieve this by collecting marketing information and converting them into marketing intelligence. The paper discusses the importance of marketing information and marketing intelligence and the roles they play in generating customer insights. Marketers collect the information in various ways, marketers employ marketing intelligence to understand customers better and provide prompt and effective solutions to customers. Such actions help companies to delight their customers, achieve business excellence, and grow in the long run.

Keywords: internet; networking; expert opinion; customer insights; internal data; qualitative techniques; business environment; customer reviews.

DOI: 10.1504/IJBEX.2022.125766

International Journal of Business Excellence, 2022 Vol.28 No.1, pp.18 - 31

Received: 28 Jul 2019
Accepted: 08 Feb 2020
Published online: 27 Sep 2022 *

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