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The contribution of market intelligence to tactical and strategic business decisions

Conway Lackman (Associate Professor of Marketing, School of Business Administration, Duquesne University, Pittsburgh, USA)
Kenneth Saban (Assistant Professor of Marketing, School of Business Administration, Duquesne University, Pittsburgh, USA)
John Lanasa (Associate Professor of Marketing, School of Business Administration, Duquesne University, Pittsburgh, USA)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 February 2000

Abstract

One of the drivers of both strategy and success in the marketplace is the role of market intelligence. Samples a broad cross section of firms regarding their level of MI activity; MI data sources and MI accountability. Regarding MI activity and its value to consumer/competitive intelligence, two‐thirds of the companies indicated a dramatic increase in level of activity and nearly three‐fifths (54 per cent) said the impact of MI contributes heavily to tactical and strategic decision making. One third said activity was level, while none indicated a reduction. 44 per cent indicated MI contributed somewhat to decision making and only 2 per cent felt MI contributed little to strategy and success in the marketplace. Regarding MI data sources, customers, manufacturing, and R&D are the central source. Regarding MI accountability, about half held marketing accountable for MI.

Keywords

Citation

Lackman, C., Saban, K. and Lanasa, J. (2000), "The contribution of market intelligence to tactical and strategic business decisions", Marketing Intelligence & Planning, Vol. 18 No. 1, pp. 6-9. https://doi.org/10.1108/02634500010308530

Publisher

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MCB UP Ltd

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