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36 - Consumer and Marketer Intelligence

from Part VI - Kinds of Intelligence

Published online by Cambridge University Press:  13 December 2019

By
Harish Sujan  and
Mita Sujan
Edited by
Robert J. Sternberg
Robert J. Sternberg
Affiliation:
Cornell University, New York
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Summary

We suggest that consumer and marketer intelligence is, in its essence, practical. It is derived from adapting to, selecting, and shaping external environments. We review research relating to marketers’ and consumers’ strategies for interacting, intelligently, with their environments. On adapting, illustratively we point to a trend toward more fine-tuned adaptations in marketing communication, enabled by the large amount of information consumers are leaving online. On selection, illustratively we report research relating to customer relationship management: “big data” has enabled more informed, consequently more intelligent, customer selection by marketers. On shaping, illustratively we describe research relating to online customer reviews and the sea change it has had on the retail environment. Taking perspective, we opine that while adapting, shaping, and selection intelligence enable important, immediate outcomes, wisdom is needed, in addition, to achieve longer-term outcomes. A quintessential longer-term outcome for marketers is brand equity and for consumers is psychological well-being.

Keywords

practical intelligencemarketerconsumeradaptingshapingselectingwisdom
Type
Chapter
Information
The Cambridge Handbook of Intelligence , pp. 871 - 890
Publisher: Cambridge University Press
Print publication year: 2020

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