ABSTRACT

As we have discussed earlier, one of the important aspects of the dynamic interactions between customers and brands today is the wealth of information accessible to customers and prospective customers through a multitude of sources ranging from online search engines to the ability to share information on social networks. Marketers also have more information on customers available to them than ever before. The collection, organization, and analysis of information play a critical role for the marketing organization. In this chapter, we review some of the common methods marketers use to collect customer and market information.