THE USE OF MARKETING INTELLIGENCE IN

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