dc.contributor.author |
Jansen van Rensburg, Mari
|
|
dc.contributor.author |
Venter, Peet
|
|
dc.date.accessioned |
2016-05-25T14:03:08Z |
|
dc.date.available |
2016-05-25T14:03:08Z |
|
dc.date.issued |
2014-02 |
|
dc.identifier.citation |
Jansen van Rensburg, M and Venter, P. (2014) The Relationship Between Marketing Intelligence and Strategic Marketing, .South African Journal of Economic and Management Sciences 17(4):440-456 |
en |
dc.identifier.issn |
2222-3436 |
|
dc.identifier.uri |
http://hdl.handle.net/10500/20267 |
|
dc.description.abstract |
Despite the importance attached to MI and other marketing information functions, surprisingly few studies
have explicitly examined the relationship between MI and strategic marketing decision-making. This article
reports on a study conducted with the aim of determining the relationship between marketing intelligence
(MI) and strategic marketing in South African organisations. A quantitative survey was conducted among
166 South African marketing decision-makers. The findings suggest a substantial gap between the
importance and availability of key types of MI. Marketing decision-makers found the traditional MI and
marketing tools of great value in supporting marketing decision-making, but the value of several of the
newer MI tools and technologies was less clear. An analysis of MI practices suggested that MI quality and
particularly information and communication technology (ICT) support for MI are areas requiring further
attention. |
en |
dc.language.iso |
en |
en |
dc.subject |
marketing intelligence |
en |
dc.subject |
strategic marketing |
en |
dc.subject |
marketing decision-makers |
en |
dc.title |
The Relationship Between Marketing Intelligence and Strategic Marketing |
en |
dc.type |
Article |
en |