Authors: Pratap Chandra Mandal
Addresses: Rajiv Gandhi Indian Institute of Management, Mayurbhanj Complex, Nongthymmai, Shillong – 793-014, East Khasi Hills District, Meghalaya, India
Abstract: Business cannot exist without customers. Companies require generating customer insights to know the requirements of customers. Collection of relevant marketing information and marketing intelligence forms the basis of knowing customers. The paper discusses about the various aspects of collecting marketing information and marketing intelligence for generating customer insights. It focuses on the application of marketing information systems in capturing information about customers. It discusses the ways in which marketing information, marketing intelligence, and marketing information systems work together to generate relevant customer insights. The paper focuses on the analysis of competitive intelligence to understand customers better. Finally, the paper emphasises that ethical practices need to be followed in analysing marketing intelligence. Proper utilisation of marketing information, marketing intelligence, and marketing information systems provides a direction for companies to generate better customer insights.
Keywords: marketing information; marketing intelligence; marketing information system; customer insight; internal data.
International Journal of Business Forecasting and Marketing Intelligence, 2018 Vol.4 No.3, pp.311 - 321
Received: 29 Sep 2017
Accepted: 10 Dec 2017
Published online: 29 Jun 2018 *