Marketing Intelligence System Research Articles

DOES MARKETING REALLY WORK FOR COMMUNITY AND JUNIOR COLLEGES?

This recent study sought to examine the marketing orientations found in community, junior and technical colleges and to relate these orientations to enrollment trends within those same institutions. “High” and “low” marketing orientation campuses were defined based upon a marketing typology developed for the study. Analyses of variance revealed differences between these two types of campuses in terms of the stability of their full‐and part‐time headcount enrollments for a nine‐year period. Among other findings, the study describes the diversity of marketing approaches employed by the nation's two‐year colleges. Results of the study indicate that chief executives can look to establishing sound marketing management organizations, sensitive marketing intelligence systems, and efficient marketing planning and control systems to influence enrollment trends.

How Kodak's Market Intelligence System Custs Risk, Speeds Decisions

How Kodak's Market Intelligence System Custs Risk, Speeds Decisions

Market Intelligence for Modern Merchants

Modern merchandising organizations are missing rich marketing opportunities because they are losing touch with the customer. As a result, the market facts on which they act are often wrong. The cost is misguided marketing and lost business. To market more profitably, then, retailers must reforge the missing link between themselves and those they seek to serve by developing more perceptive market intelligence systems in retailing organizations.