Marketing Intelligence: Antecedents and Consequences
Proceedings of the International Conference on Innovative Computing & Communications (ICICC) 2020
9 Pages Posted: 30 Mar 2020
Date Written: March 28, 2020
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
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