Moving from Marketing Research to Integrated Marketing Intelligence: A Case Study

April 24, 2005 -- The April / May issue of the Intelligence Briefing magazine features a case study on the Penn State Outreach Market Research Group’s movement from a traditional marketing research organization to a full fledged marketing intelligence group. In this case study, James Fong, the Director of this marketing intelligence organization identifies the successes and challenges the team faced as they have addressed all four aspects of the marketing intelligence pyramid: people, information, infrastructure, and communication. Mr. Fong addresses the challenges in shifting team members from a traditional marketing research specialist role to the role of an advisor at the executive decision-making table. Other articles in this issue include:
- Interview with Seena Sharp: Founder, Sharp Market Intelligence
- Tip of the Month: Product Unboxings
- Tool Review: Using 4S Manager for Sales Analysis / ROI
- Conference Report: Computer Marketing Analysis Group (CMAG) Meeting

The Intelligence Briefing magazine is published by the Photizo Group. It has been developed as a tool to provide practitioners and executives with the latest techniques for integrating competitive intelligence, marketing research, business intelligence, and market analysis into a market intelligence framework for strategic and tactical decision making.

More information regarding the Intelligence Briefing can be found at:
http://photizogroup.com/photizogroup/IntelligenceBriefing/Intelligence.html