97 6.8 Using Marketing Information
Learning Objectives
- Explain and provide examples of how marketers can use marketing information to improve the marketing mix
- Use marketing information to inform the marketing strategy
After you work through the process of identifying a problem, collecting and analyzing the best marketing information available, you arrive at the moment you’ve been waiting for: You can use this information to guide your decisions about marketing strategy. That strategy is aimed at getting you the results you need.
We’ve already described this final part of the overall marketing research process, but in this section you’ll get a chance to see how real-world companies undertake this final, important step.
Learning Activities
- Reading: Using Marketing Information
