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/lp/emerald-publishing/the-contribution-of-market-intelligence-to-tactical-and-strategic-n9aqglMRm2
- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2000 MCB UP Ltd. All rights reserved.
- ISSN
- 0263-4503
- DOI
- 10.1108/02634500010308530
- Publisher site
- See Article on Publisher Site
Abstract
One of the drivers of both strategy and success in the marketplace is the role of market intelligence. Samples a broad cross section of firms regarding their level of MI activity; MI data sources and MI accountability. Regarding MI activity and its value to consumer/competitive intelligence, two‐thirds of the companies indicated a dramatic increase in level of activity and nearly three‐fifths (54 per cent) said the impact of MI contributes heavily to tactical and strategic decision making. One third said activity was level, while none indicated a reduction. 44 per cent indicated MI contributed somewhat to decision making and only 2 per cent felt MI contributed little to strategy and success in the marketplace. Regarding MI data sources, customers, manufacturing, and R&D are the central source. Regarding MI accountability, about half held marketing accountable for MI.
Journal
Marketing Intelligence & Planning – Emerald Publishing
Published: Feb 1, 2000
Keywords: Market intelligence; Marketing strategy; Marketing information systems