Strategic Marketing Management

Market-driven organizations keep track of the changes happening in the market environment. Such organizations focus on continuously learning about the markets. Learning about markets involves collecting, analyzing, and interpreting the marketing information. Learning about markets is a continuous process and is characterized by an open approach to learning, the organization's information network, information evaluation and interpretation, and information storage.

The investment in education, mapping of the learning process, use of technology, and valuing new knowledge, help an organization to become a learning organization. Peter Senge in 1990 introduced the concept of a learning organization. According to him, the employees in learning organizations continually expand their capacity to produce the desired results.

There are two types of organizational learning, namely adaptive learning and generative learning. The organizational learning process consists of three main stages. They are: information acquisition, information distribution, and shared interpretation.