LibGuides: BA 252: Principles of Marketing: Week 4

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Theme:

Marketing Analytics and Understanding Consumer and Business Markets

Marketing: Real People, Real Choices (11th Edition)

By Michael R. Solomon

Chapter 5 and 6

Click title to view these YouTube videos

Theme:

Market Research

Marketing: Real People, Real Choices (11th Edition)

By Michael R. Solomon

Chapter 5

Customer Relationship Management (CRM)
(Investopedia) Customer relationship management (CRM) refers to the principles, practices, and guidelines that an organization follows when interacting with its customers.
Four Types of Data Analysis that Improve Decision-Making
Medium - Data-Driven Investor
What is Marketing Analytics?
(Harvard Business School Online) Insights gleaned from marketing analytics can enable organizations to improve their customer experiences, increase the return on investment (ROI) of marketing efforts, and craft future marketing strategies.