THE RESTRUCTURING OF STRATEGIC MARKETING INTELLIGENCE WITH CONSIDERING THE DEVELOPING ROLE OF OPEN SOURCE DATA

Simin Sari, Abdollah Noami and Gholamreza Heydari

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2018, vol. 12, issue 1, 10-20

Abstract: The notable changes of organizational environments in the recent century have created the need to a sustainable competition for coping with these changes, and achieve success. In such circumstances, organization would seek to formulate the suitable strategies for internal capacities and external opportunities. The organizations implement their strategies by creating competitive advantage via key merits including creating value for customers, customer attraction and satisfaction. Thus, customer-oriented strategies would be preferred by organizations, which are based on innovative science, new thinking, and long-term efficient relationship with customer. In intelligent marketing strategies, organizations should consider innovative knowledge as a new input for maintaining competitive advantage and developing marketing intelligence strategy. The present study is aimed to investigate the concept of marketing intelligence and provide solutions for the implementation of marketing intelligence systems and the use of open source data in the development of intelligent marketing systems. It is a scientific review based on the most important available references. First, it explores the theoretical background of the concepts of intelligent marketing and then provides solutions for the implementation or improvement of marketing intelligence systems. The results of the present study showed that marketing intelligence works as a strategic activity within organizations which seeks deep market analysis, customer satisfaction (which could lead to business continuity), facilitate decision making, coping with changes, etc. In the meantime, the use of open source data in the intelligent marketing process is associated with aggregated information, full selection of information, easily accessible features and updating features, and so on.

Keywords: competitive intelligence; marketing intelligence; open source data and Strategic Marketing Intelligence. (search for similar items in EconPapers)
Date: 2018
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