Marketing intelligence is seen as a vital part of any organisation's ability to compete now and in the future. It is established through “procedures and sources used by executives to obtain their everyday information about pertinent developments in the marketing environment” (Kotler, 1984). The detail discussed here considers how Du Pont UK executives can improve their knowledge of their marketing environment so as to enable them to make more effective strategic decisions in the future. To do this, they need information, but they also need to reveal by analysis the messages this information contains — in fact, their goal — i.e. marketing intelligence.
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