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 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.

The specific things you’ll learn in this section include:

• Explain the types of insights provided by each type of marketing information
• Describe how organizations manage marketing information

Learning Activities

The learning activities for this section include the following:

• Reading: Types of Marketing Information
• Self Check: Types of Marketing Information