MKTG 320 WEEK 1 DISCUSSION 1 A Decision-Making Perspective on Marketing Intelligence In order for companies to best understand their likelihood for success, they must first analyze a series of data. This data can range from the results of customer surveys to the interpretation of viewpoints obtained during focus groups. Such information is called business intelligence. Think about your future career goals. Why might the industry that you plan to pursue a career in need to gather such data?
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