精品E-Marketing, 3rd edition Judy Strauss, Raymond Frost, and Adel I.pptVIP

E-Marketing, 3rd edition Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 6: Marketing Knowledge Overview Data Drives Strategy The Learning Organization From Data to Knowledge Marketing Knowledge Management The Electronic Marketing Information System Source 1: Internal Records Source 2: Secondary Data Source 3: Primary Data Other Technology-Enabled Approaches Real-Space Approaches Marketing Databases and Data Warehouses Data Analysis and Distribution Knowledge Management Metrics Data Drives Strategy Current problem for marketing decision makers = Information overload. Origin of data: Survey results, product sales information, secondary data about competitors, and much more, Automated data gathering at Web sites, brick-and-mortar points of purchase, and all other customer touch points. Data Drives Strategy What to do with all the data? Purina marketers built a roadmap for their Internet advertising strategy: Data are collected from a myriad of sources, Filtered into databases, Turned into marketing knowledge, Used to create marketing strategy. Overview Data Drives Strategy The Learning Organization From Data to Knowledge Marketing Knowledge Management The Electronic Marketing Information System Source 1: Internal Records Source 2: Secondary Data Source 3: Primary Data Other Technology-Enabled Approaches Real-Space Approaches Marketing Databases and Data Warehouses Data Analysis and Distribution Knowledge Management Metrics The Learning Organization Uses internal and external data to: Quickly adapt to its changing environment, Creating organizational change to improve competitive position + employee satisfaction. Recognizes the importance of: Employee empowerment and development, Cross-functional teams for brainstorming, Risk-taking for breakthrough ideas. The Learning Organization Benefits from: Improved product quality and innovation, Better customer relations, Shared visionin