Marketing Intelligence: Antecedents and Consequences

Proceedings of the International Conference on Innovative Computing & Communications (ICICC) 2020

9 Pages Posted: 30 Mar 2020

See all articles by Sushant Kumar Vishnoi

Sushant Kumar Vishnoi

Amity University Uttar Pradesh

Teena Bagga

Amity University Uttar Pradesh

Date Written: March 28, 2020

Abstract

Contemporary business organizations are consistently innovating their data generation. analysis and dissemination capabilities for bringing efficiency and effectiveness in their operations. Incorporating strategic marketing intelligence can provide top management a new approach of improving business performance and brand positioning strategies. Similarly, tactical intelligence can enhance business value by developing customer insights and customer loyalty. This research paper presents a framework of antecedents and consequences of Marketing Intelligence through the review of literature and their contribution to strategic and tactical decision making. Insights are also provided into the various sources of generating marketing intelligence and how proper analysis of marketing information can contribute to value maximization for customers and profit maximization for business organizations.

Keywords: Marketing Intelligence, Strategic decision making, Tactical decision making

Suggested Citation

Kumar Vishnoi, Sushant and Bagga, Teena, Marketing Intelligence: Antecedents and Consequences (March 28, 2020). Proceedings of the International Conference on Innovative Computing & Communications (ICICC) 2020, Available at SSRN: https://ssrn.com/abstract=3563107 or http://dx.doi.org/10.2139/ssrn.3563107

Sushant Kumar Vishnoi (Contact Author)

Amity University Uttar Pradesh ( email )

Mallhour
Lucknow, 226021
India

Teena Bagga

Amity University Uttar Pradesh ( email )

Mallhour
Lucknow, 226021
India

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