The role of marketing intelligence officers in strategy formulation and implementation
Abstract
Purpose
This article highlights the role that marketing intelligence officers need to fulfill if they are to assist marketing strategists in a broad range of duties. The marketing literature incorporates several bodies of knowledge, and reference is made to corporate security and the work of organized criminal syndicates. The topics covered will be relevant to both academic researchers and practising managers.
Design/methodology/approach
The work is based on a review of a wide literature and various established and futuristic concerns have been highlighted. The paper can be viewed as a critical appreciation.
Findings
Marketing intelligence officers need to be given a wider role in order that they engage more fully in the analysis and interpretation of data and information. Marketing intelligence officers need to develop their skill and knowledge base, and adopt a proactive stance to strategy formulation and implementation. By raising their profile, marketing intelligence officers will be able to seek out future management challenges. Senior managers need to put in place an effective corporate security system.
Research limitations/implications
There is a need to establish how facilitating technology such as the internet is going to transform the working environment for marketing staff. Marketing intelligence officers need to undertake research in order to establish how consumer groups and associations exercise their power.
Practical implications
Senior marketing managers need to ensure that more attention is given to management development programs for marketing intelligence officers. The customer service management process needs to match more closely customer expectations with customer satisfaction levels.
Originality/value
A company’s vulnerability is highlighted and corporate security is linked to marketing. The usefulness of marketing intelligence systems and processes are made public, and so too is the strategic marketing concept.
Keywords
Citation
Trim, P.R.J. and Lee, Y. (2006), "The role of marketing intelligence officers in strategy formulation and implementation", Handbook of Business Strategy, Vol. 7 No. 1, pp. 125-130. https://doi.org/10.1108/10775730610618738
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited