Venteer, P.; Jansen van Rensburg, M.

The relationship between marketing intelligence and strategic marketing

Article

Venteer, P. and Jansen van Rensburg, M. 2014. The relationship between marketing intelligence and strategic marketing. South African Journal of Economic and Management Sciences. 17 (4), pp. 440-456. https://doi.org/10.4102/sajems.v17i4.642

Publication dates
Type	Article
Title	The relationship between marketing intelligence and strategic marketing
Authors	Venteer, P. and Jansen van Rensburg, M.
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.
Keywords	marketing intelligence; strategic marketing; marketing decision-makers
Publisher	AOSIS (Pty) Ltd.
Journal	South African Journal of Economic and Management Sciences
ISSN	1015-8812
Electronic	2222-3436
Online	29 Aug 2014
Print	29 Aug 2014
Publication process dates
Submitted	01 Jun 2013
Accepted	Feb 2014
Deposited	31 May 2024
Output status	Published
Copyright Statement	© 2014 Peet Venter, Mari Jansen van Rensburg \| This work is licensed under CC Attribution 4.0
Digital Object Identifier (DOI)	https://doi.org/10.4102/sajems.v17i4.642
Web of Science identifier	WOS:000341913000006
Language	English

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