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| We view strategic marketing intelligence with three very different components. It includes data, ideas, management experience, and judgements. The concept of a Marketing Intelligence Platform is helpful. Its three components...
The Intelligence Platform is a way of thinking about who we are, what we know, and what we think about our company and the competitive marketplace. When we begin an assignment, the Intelligence Platform is examined as it is. What do we know? What ideas have been generated? What are the drivers that give the business its unique personality?
Our view of marketing research is that both primary and secondary research fit within a larger scheme of marketing or strategic intelligence. This knowledge base, the Strategic Intelligence Platform is comprised of data, ideas, and drivers. Within each are specific information sources useful and vital for decision making. This is how we take our 'first look' at your decision, issue, or management question.
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