Abstract
Marketing studies are used to measure satisfaction, evaluate potential, discover new openings, verify the segmentation method adopted, reinforce sales arguments, etc. For all of these, useful information needs to be collected and the aim of market surveillance is to enrich the information system (IS). In the light of the strategic importance of marketing surveillance and studies, it is essential to set out the objectives and methods as well as the main techniques needed to acquire, protect and exploit pertinent information. However it is not enough to just have a department for market studies. The main thing is to set up an action plan to best exploit the results.
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© 2002 Springer Science+Business Media New York
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Malaval, P., Bénaroya, C. (2002). Business Marketing Intelligence. In: Aerospace Marketing Management. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-1065-9_3
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DOI: https://doi.org/10.1007/978-1-4615-1065-9_3
Publisher Name: Springer, Boston, MA
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