Integrating decision making and marketing intelligence
The marketing research industry is facing several challenges stemming from the changing business climate and the emergence of new actors. Unless a paradigmatic shift occurs, marketing research information is only one of numerous information sources which today's decision-makers face every day. Hints of such a paradigmatic shift are visible. Tomorrow's company will be customer centric and armed with knowledge management tools. The industry has to be ready to respond to the increasing demands of customers not only by revising but also reversing its business processes and exploiting technological opportunities. This paper proposes a methodology to be ready for the next phase.
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