Customer-based perceptual map as a marketing intelligence source

Ajayeb S. Abu Daabes and Faten F. Kharbat

International Journal of Economics and Business Research, 2017, vol. 13, issue 4, 360-379

Abstract: Marketing intelligence is adopted by most global firms to support decision-making, identify potential opportunities and plan appropriate strategies. This paper concentrates on customers' perceptions as a rich, systematic, objective, and intelligent source that supplies strategic marketing planning knowledge. This idea is executed through distilling a perceptual map from mining customers' perceptions via data mining techniques and tools. In this paper, a practical intelligence framework is proposed to integrate marketing resources and information systems techniques in order to maintain a deep understanding of the soundness of data. After application on a real case study for fast food restaurants brands in Jordan, the proposed framework has proven to display promising results.

Keywords: customer behaviour; marketing intelligence; competitive intelligence; data mining; customer-based; perceptual map; PM; brand associations; positioning; service marketing; fast food restaurants. (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.inderscience.com/link.php?id=84381 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijecbr:v:13:y:2017:i:4:p:360-379

Access Statistics for this article

More articles in International Journal of Economics and Business Research from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().