Professional Documents
Culture Documents
Capabilities for
Learning About
Customers and
Markets
5-4
Market Sensing and Learning
Processes
5-5
Market sensing at Tesco International
5-6
Market sensing processes
* Scanning processes
* Specific marketing research studies
* Internal and external marketing
information resources
* Relationships with external marketing
research providers
5-8
Screening A New
Research Supplier
5-9
Screening A New
Research Supplier
5-10
A Framework for Market Sensing
5-11
Learning About Markets
Objective
Inquiry
Keeping and Synergistic
Gaining Access Information
to Prior Distribution
Learning
Mutually
Informed
Interpretations
Source: George S. Day, Journal of Marketing, October 1994.
5-12
Barriers to market learning
5-14
Customers and design at Xerox
5-15
Marketing research project
*
* In-company resources
* Open source resources
* Research agency resources
5-17
Creating new marketing information
5-20
Marketing and management
information systems
5-21
Marketing Decision-Support
System Components
Database Display
Analysis
Capabilities Models
5-22
Marketing intelligence and
knowledge management
* Marketing intelligence
* Knowledge management
* Role of the chief knowledge officer
* Leveraging customer knowledge
5-23
Ethical issues in collecting and using
information
5-24
Neuromarketing