Strategic Marketing Management
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Chapter 9 : Learning in Marketing Organization
Learning Process About Markets
Open Approach to Learning
Organization's Information Network
Information Evaluation and Interpretation
Information Storage
Right Knowledge of the Markets
The Learning Organization
Types of Organizational Learning
Organizational Learning Process
Sources of Information and its Analysis
Marketing Research
Information Systems
Competitor Intelligence System
Marketing Information System
Purpose of Marketing Information Systems
Elements of Marketing Information System
Marketing Research Information
Computerized Information Systems
Management Information Systems
Database Systems
Decision Support Systems
Chapter Summary
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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. |
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The information about the markets can be collected from various sources like
marketing research studies, information systems, and competitor intelligence
systems. MkIS is defined as an interactive system consisting of people,
equipment, methods, and controls. This system is designed to provide
accurate and timely information for taking effective marketing decisions.
The main elements of the MkIS are the input, processor, output, and
controls. There are various sources of information for marketing research
activities. Some of these are internal sources, standard information
services, and specialized studies. IT has resulted in the computerization of
information systems as well. Some of the information systems discussed in
this chapter are management information systems, database systems, decision
support systems, and marketing decision support systems.
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