D.V.L. SMITH, J.H. FLETCHER – INSIDE INFORMATION. MAKING SENSE OF MARKETING DATA

Every five years, we get more marketing information. Not only will marketing organizations have more access to data, but a lot of this information will be its own internal data, rather than information being supplied by an external market research agency.

In the future, the successful marketing executives will be those who can quickly see the big picture of their markets and their customers, and then take intelligent action. In the new Millennium, those who survive and flourish in marketing will be those who can quickly identify the messages that are often hidden deep in their market and customer information. The people who will change and improve their organizations are those who can see shapes and patterns in data. The successful will be those who can quickly reject extraneous information and identify the overarching trends and themes that can be detected from different combinations of marketing evidence. Those who fail will be the people who are overwhelmed with the small amount of information and can’t get a grasp on what the marketing information is telling them.

The way forward for all marketers is provided in this book. It highlights the basic principles about information, acknowledging that we are entering a new era that is far away from the old fashioned model of a market research agency supplying survey type data. Increasingly, this process will be replaced with a much more instantaneous process where data from different sources are quickly fired at the marketer, with he/she being expected to make immediate sense of it. Inside Information is one of the first to respond to the new information era. The book is very easy to read for a marketing manager who needs to process mountains of marketing information, but who won’t have the time or inclination to read detailed texts.

Inside Information is written by D.V.L. Smith. Making Sense of Marketing Data can be downloaded. Making sense of marketing data is free. Making sense of marketing data. Making Sense of Marketing Data is a torrent. Making sense of marketing data review. Making sense of marketing data.