Original Research

The relationship between marketing intelligence and strategic marketing

Peet Venter, Mari Jansen van Rensburg
South African Journal of Economic and Management Sciences | Vol 17, No 4 | a642 | DOI: https://doi.org/10.4102/sajems.v17i4.642 | © 2014 Peet Venter, Mari Jansen van Rensburg | This work is licensed under CC Attribution 4.0
Submitted: 01 June 2013 | Published: 29 August 2014

About the author(s)

Peet Venter, University of South Africa, South Africa
Mari Jansen van Rensburg, University of South Africa, South Africa

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Abstract

Despite the importance attached to MI and other marketing information functions, surprisingly few studies have explicitly examined the relationship between MI and strategic marketing decision-making. This article reports on a study conducted with the aim of determining the relationship between marketing intelligence (MI) and strategic marketing in South African organisations. A quantitative survey was conducted among 166 South African marketing decision-makers. The findings suggest a substantial gap between the importance and availability of key types of MI. Marketing decision-makers found the traditional MI and marketing tools of great value in supporting marketing decision-making, but the value of several of the newer MI tools and technologies was less clear. An analysis of MI practices suggested that MI quality and particularly information and communication technology (ICT) support for MI are areas requiring further attention. 


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