Abstract
Today, it is not enough for Marketing Intelligence services to merely generate insights: it also has to manage them in such a way that they can ultimately result in successful marketing activities. In February 2010, MIR talked about such topics to Pieter Nota, Executive Board Member of Beiersdorf AG, a leading global player within the cosmetics industry. Pieter Nota is responsible for brand leadership of well known brands such as Nivea and Eucerin and he is renowned for his challenging ideas in marketing management.