THE USE OF MARKETING INTELLIGENCE IN
Date
2011-06-23
Authors
TSEDU, TAKALANE ROSE
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Abstract
The purpose of this study was to determine whether business executives used
the generation, dissemination and responsiveness principles of marketing
intelligence, as an indication to measure the degree of market orientation of
companies in the South African environment.
The study was conducted in 34 business organisations in Gauteng using
questionnaires. The questionnaires were structured to enable answers to
questions around how the companies generated, analysed, and shared
intelligence, and how they responded to this intelligence, as well as to ascertain
whether the business executives considered marketing intelligence as beneficial
to their organisations.
The data generated from the five research questions was analysed and the
following conclusions were reached:
• Marketing intelligence is used in strategy development by the business
executives in Gauteng companies.
• Marketing intelligence practice is beneficial to the performance of the
organisation.
Recommendations on how to manage marketing intelligence in organisations
were presented and possible areas for further research were suggested
Description
MBA - WBS
Keywords
Marketing intelligence, Strategic marketing