A part of the marketing planning process which intends to connect the strategic goals expressed in organizational strategic planning to tactical marketing specifications, which will lead to product or services definitions, prices, promotion and distribution.
Published in Chapter:
Improving Competitiveness Through Organizational Market Intelligence
Copyright: © 2019
|Pages: 12
DOI: 10.4018/978-1-5225-7362-3.ch044
Abstract
Market intelligence (MI) is a concept that results in real opportunities for knowledge management in organizations. MI is a cyclic process to deliver knowledge for strategic marketing decisions, considering typical organizations of a defined sector as its final users. As organizations must not react to external factors or phenomena, but must also try to lead their sector proposing and executing innovative plans and differential strategic positioning, MI is a modern and cooperative approach that can produce consistent bases for such planning abilities. It is an organizational continuum to answer typical decision problems faced by firms when competing in actual business environments. This chapter details the MI concept, working from theoretical point of view, and adds a practical approach on studying real cases of its potential applications. As MI is a multidisciplinary context, its conceptualization also provokes perspectives for research from other scientific fields, as information science, systems and management, computing science, human resources management, strategy, marketing.