Mech Engineer, MBA - Marketing-Operations, Enthusiastic Photographer & Retoucher, Guitarist, Website Developer and a Content Writer

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Making marketing decisions in a fast-changing world is both an art and a
science. To provide context, insight, and inspiration for marketing decision making,
companies must possess comprehensive, up-to-date information about macro trends, as well as about micro effects particular to their business. Holistic marketers recognize that the marketing environment is constantly presenting new opportunities and threats, and they understand the importance of continuously monitoring, forecasting, and adapting to that environment. Tags - SBU, Customer Value, Economic Environment, Alliances, Marketing, Marketing Intelligence, Philip Kotler, Kevin Lane Keller

English

Understanding Marketing Management - Chapter 3 by Phillip Kotler & Kevin Lane Keller

Management

A preview of what we will learn in the third course of Marketing Management by Kotler and Keller. 

How Marketers need to gather information and analyse it to predict future.

Course Overview

Components of Morden Marketing Information System 

Hardware 
Software 
Data
Procedures 
People

Components of Modern Marketing Information System

Internal records are important to companies. They are used by managers to gain the knowledge of past performances and future opportunities of the companies.

Internal Records

Gathering of Marketing Intelligence is utmost importance to companies as it is used to gain competitive advantage and beat the competitors.

Marketing Intelligence Part - I

Marketing Intelligence Part - II

Analysis of macro environment where we will learn about political, economical, technological, natural, demographical factors which shape the decision making of companies

Analysing Macro Environment

We will learn about the demographic that shapes the decision making of the companies.

Demographic Environment

We will learn about the economic environment that shapes the decision making of the companies.

The Economic Environment

We will learn about the social cultural environment that shapes the decision making of the companies.

The Socio-cultural Environment

We will learn about the political and legal environment that shapes the decision making of the companies.

The Political and Legal Environment

We will learn about the technological environment that shapes the decision making of the companies.

Lessons

11 lessons • 1h 17m

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Course Overview

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Components of Modern Marketing Information System

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Internal Records

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Marketing Intelligence Part - I

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Marketing Intelligence Part - II

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Analysing Macro Environment

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Demographic Environment

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The Economic Environment

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The Socio-cultural Environment

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The Political and Legal Environment

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