Business Marketing Intelligence: Analysis and Tools

Business Marketing Intelligence : Analysis and Tools

Søilen, Klaus Solberg (författare)

Copenhagen : Copenhagen Business School Press, 2005
2005
Svenska.
Ingår i: Business Marketing Intelligence. - Copenhagen : Copenhagen Business School Press. - 8763001470 ; , s. 77-119

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Abstract Ämnesord

Stäng

This chapter discusses business marketing intelligence (BMI), an important activity because it links an organization to its external environment and makes it possible for management to develop informed and rational decisions about markets, competitors, and strategy. We first introduce BMI and explain why it is important. We distinguish BMI from marketing research and argue that BMI is much more than traditional marketing research. We then discuss different types of marketing intelligence; continuous and problem related. New technology is continuously changing the nature of BMI. We analyze the state of the art intelligence software, define principles for how to search for information effectively on the Internet and build integrated business intelligence systems on the Intranet. Then we address issues related to BMI system design, benchmarking, and sources of intelligence. The impacts of demand analysis is highlighted, and we explain customer satisfaction analysis, customer requirements analysis, and sales forecasting. We conclude the chapter with discussions about how to organize and manage intelligence efforts.

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