tailieunhanh - Lectures Marketing management: Chapter 4 - ThS. Nguyễn Tiến Dũng

Lectures "Marketing management - Chapter 4: Conducting marketing research" provides students with the knowledge: What constitutes good marketing research, what are the best metrics for measuring marketing productivity, how can marketers assess their return on investment of marketing expenditures. Invite you to refer to the disclosures. | CHAPTER 4 CONDUCTING MARKETING RESEARCH Nguyen Tien Dung MBA Email Chapter Questions 1. What constitutes good marketing research 2. What are the best metrics for measuring marketing productivity 3. How can marketers assess their return on investment of marketing expenditures Nguyễn Tiến Dũng Marketing Management 2 The Role of Marketing Information Good marketers need insights to help them interpret past performance as well as plan future activities. To make the best possible tactical decisions in the short run and strategic decisions in the long run they need timely accurate and actionable information about consumers competition and their brands. Discovering a consumer insight and understanding its marketing implications can often lead to a successful product launch or spur the growth of a brand. Nguyễn Tiến Dũng Marketing Management