Q.  Based on your readings in the Strategic Market Management book, by David A. Aaker and Christine Moorman, eleventh edition. I want you to reflect on the process discussed.

1. What areas do you feel will be challenging to accomplish?
2. How would you plan to collect data in order to conduct research on what is needed? 
3. What data and metrics would you take into account in order to evaluate an existing brand? 

Please feel free to read the following sources for additional information on data-driven marketing: 
– https://marketinginsidergroup.com/content-marketing/marketing-needs-data-driven/
– https://www.wordstream.com/blog/ws/2016/08/25/data-driven-marketing
– https://channels.theinnovationenterprise.com/articles/8722-build-your-marketing-data-strategy-in-6-steps

PLEASE READ THE PDF’s OF CHAPTER 1 ATTACHED BELOW AND A POWERPOINT