In Part 2 of our series on Marketing Management by Kotler and Keller, we dive into the essential process of capturing marketing insights. This episode examines the techniques and tools marketers use to understand customer behaviour, market trends, and competitive dynamics. From conducting market research and analysing data to leveraging technology and predictive analytics, we’ll explore how insights can guide strategic decisions and help businesses stay responsive to changing market conditions. Join us to learn how effective insight-gathering enables companies to refine their marketing strategies, anticipate customer needs, and create greater value.