Otherwise, money is spent on people who aren't even potential customers. Companies need to find ways to reach exactly the people who might be potential customers, and this is now easier to do with the technology that computers and online databases provide. They can come up with massive numbers of potential customers, their addresses and phone numbers, and companies can market to individuals. Though advertising is often intended to bring in new customers, it also attempts to retain old customers. When the company was set up, the owner wanted a library immediately because he understood the importance of doing research and he demands it of his employees.
Marketing research is a huge part of what they do.
It is a foundation of the company and it serves any reference needs the employees may have.