THE INFLUENCE OF MARKETING INTELLIGENCE ON PERFORMANCES OF ROMANIAN RETAILERS

Adrian Micu, Angela-Eliza Micu, Nicoleta Cristache and Edit Lukacs

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2014, vol. 8, issue 1, 337-349

Abstract: The paper was dedicated to the assessment of the Romanian retailers’ capabilities regarding the intelligent approach of the market, by means of three hypotheses, based on relevant variables. The independent variables are as follows: the sources of collecting Marketing Intelligence information, the reasons for implementation of a Marketing Intelligence project, and the use of Marketing Intelligence specific instruments which are the Customer Satisfaction Index (CSI), Customer Perceptions Audits (CPA), and Early Warning Alerts (EWA). The dependent variables are as follows: the level of marketing decision support which may be strategic, tactical, operational, the possibility to improve the positioning strategy based on relevant targeting criteria, and the results of a Marketing Intelligence project focused on the promotion of products. The research, which involved a methodology based on the optimal use of statistical tools such as Pearson Chi-Square, Spearman, regression analyses and one-way and two-way ANOVA, provides managerial implications in the area of Marketing Intelligence activities that can be promoted at the level of the retailers.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:8:y:2014:i:1:p:337-349

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