Marketing Agency
Competitive Intelligence Competitive intelligence is marketing information that helps marketers and other members of an organization better understand their competitors and competitive market dynamics. Common types of competitive intelligence include the following: Product information: Who is… Competitive Intelligence
Types of Marketing Information LEARNING OBJECTIVES Explain the types of insights provided by each type of marketing information Describe how organizations manage marketing information Illuminating the Marketing Picture There are three primary types of marketing… Types of Marketing Information
Introduction to Types of Marketing Information What you’ll learn to do: 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… Introduction to Types of Marketing Information
Case Study: Juicy Fruit Gum LEARNING OBJECTIVES Explain why organizations use marketing information to provide customer insights Discovering Why They Chew Back in the nineties, Juicy Fruit Gum, the oldest brand of the Wm. Wrigley… Case Study: Juicy Fruit Gum
The Importance of Marketing Information and Research LEARNING OBJECTIVES Define marketing information Explain why organizations use marketing information to provide customer insights Fresh Customer Insights Effective marketing starts with a strong knowledge of your customers:… The Importance of Marketing Information and Research
Introduction to Importance of Marketing Information What you’ll learn to do: explain the role of marketing information in helping organizations understand and reach customers Marketers are fortunate to work in an information-rich environment. They don’t have to… Introduction to Importance of Marketing Information
Why It Matters: Marketing Information and Research Why learn about marketing information and research? Your uncle Dan owns an independent bookstore called Bookends in Seattle, Washington. You drop in to see him whenever you’re in the neighborhood to… Why It Matters: Marketing Information and Research
Putting It Together: Ethics and Social Responsibility In this module we’ve covered a range of different corporate ethical challenges, legal requirements, and opportunities to contribute to social good. Every year, a company called Ethisphere provides a… Putting It Together: Ethics and Social Responsibility
Social Responsibility Initiatives LEARNING OBJECTIVES Identify examples of social responsibility that create value for customers Explain the impact of social responsibility on marketing results The Business Case for Social Responsibility Regardless of broader benefits, there… Social Responsibility Initiatives
Social Responsibility in the Marketing Strategy LEARNING OBJECTIVES Identify examples of social responsibility that create value for customers Explain the impact of social responsibility on marketing results You’ll recall that we defined corporate social responsibility… Social Responsibility in the Marketing Strategy