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Marketing intelligence: roles in business decision-making

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  • Pratap Chandra Mandal

Abstract

An organisation cannot take decisions without the availability of proper information. Marketing is a field where changes are taking place continuously. So, marketers should have access to the latest information which will help them take effective decisions. Marketers achieve this by the collection of marketing intelligence through various ways. The paper discusses the importance of marketing intelligence and its strategic role in decision-making, the various ways in which a marketer may collect the information and the manner in which a marketer may use the information to know their customers better and provide prompt and effective solutions to them.

Suggested Citation

  • Pratap Chandra Mandal, 2017. "Marketing intelligence: roles in business decision-making," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 3(4), pages 433-441.
    • Handle: RePEc:ids:ijbfmi:v:3:y:2017:i:4:p:433-441
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