Role of Marketing Research in Acquiring Knowledge for Data-Driven Management
Role of Marketing Research in Acquiring Knowledge for Data-Driven Management

Summary/Abstract: Knowledge accumulated on the basis of information is currently perceived as a strategic source of organisation and its acquiring becomes an indispensable process and a challenge for modern enterprises. The article attempts to bring closer the concept of data-driven management and answer a question how marketing research, by realizing its fundamental functions, can help in this area. In the course of conducted literature studies the analysis presented how enterprises should fulfill information needs and support datadriven decision making processes through marketing research.

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