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
TypeArticle
TitleThe relationship between marketing intelligence and strategic marketing
AuthorsVenteer, 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.

Keywordsmarketing intelligence; strategic marketing; marketing decision-makers
PublisherAOSIS
JournalSouth African Journal of Economic and Management Sciences
ISSN1015-8812
Electronic 2222-3436
Publication dates
Online29 Aug 2014
Print29 Aug 2014
Publication process dates
Submitted01 Jun 2013
AcceptedFeb 2014
Deposited31 May 2024
Output statusPublished
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 identifierWOS:000341913000006
LanguageEnglish
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