Reviewing Objectives and key Terms

To create value for customers and to build meaningful relationships with them, marketers must first gain .fresh, deep insights into what customers need and want. Such insights come from good marketing information. As a result of the recent explosion of marketing technology, companies can now obtain great quantities of information, sometimes even too much The challenge is to transform today's vast volume of consumer information into actionable customer and market insights A company's marketing ;h td infer nation systc rn i ust do rr re jr i n¡ iy generate lots of information. The real value of marketing r?sea' h j¡'¡J :<-,5rL{.t.,,c Inienvjiion lies "i hew t j;cj -i , rc ojsfomt-r in-ignis ihs; i4 provide:;.

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