Market and Customer Insights

Emmanuel Mogaji ()
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Emmanuel Mogaji: Keele University

Chapter Chapter 3 in Strategic Marketing Management, 2025, pp 33-63 from Springer

Abstract: Abstract This chapter highlights how customer and market insights serve as a cornerstone of strategic marketing. It underscores the importance of understanding evolving market trends and customer needs as the basis for formulating effective, customer-centric strategies. The chapter explores methods of transforming raw data into actionable insights, demonstrating how analytics and research can guide marketing decision-making. It also examines the role of modern marketing technologies—such as data analytics platforms and AI tools—in gathering and interpreting data more efficiently. Throughout, the need for ethical data use is emphasized, addressing issues of privacy and trust in data-driven marketing. Finally, the chapter covers strategic measurement, illustrating how key performance indicators (KPIs) and metrics can be used to track marketing performance and ensure that insights translate into tangible business results. By integrating these themes, this chapter shows how a data-informed, customer-centric approach leads to better strategic decisions and a sustainable competitive advantage in the marketplace.

Keywords: Customer Insight; Market Trends; Strategic Decision-Making; Data-Driven Marketing; Ethical Data Use (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-99367-1_3

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DOI: 10.1007/978-3-031-99367-1_3

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