6.3 Types of Marketing Information
Learning Objectives
- Explain the types of insights provided by each type of marketing information
- Describe how organizations manage marketing information
- Describe key types of marketing information including internal data, competitive intelligence, and marketing research
Marketing information and research are most effective when they feed an ongoing awareness of what’s happening with customers, their perceptions, and purchasing decisions. The next section of this module explores different types of information that contribute to the customer insights that inform your organization, strategy, and the marketing mix.
Learning Activities
- Reading: Types of Marketing Information