Chapter 4. Managing Marketing Information. The Importance of Marketing Information. Companies need information about their customer needs, marketing environment, and competition.
Managing Marketing Information
How can the sales force of a company be utilized as part of the company’s marketing intelligence system?
Fisher-Price set up an observation lab in which it could observe the reactions of little tots to new toys.
Can you think of a situation where a nonprobability based sample would yield better results than a probability based sample?