A Strategic Marketing Intelligence Framework Reinforced by Corporate Intelligence

Abstract

The chapter examines how marketing strategists and corporate intelligence officers can work together in order to provide a high level, proactive strategic intelligence operation that enhances marketing strategy development and implementation. A variety of activities relating to marketing strategy, corporate intelligence and corporate security are highlighted. Aspects of corporate counterintelligence are addressed in the context of gathering intelligence, and guidance is provided as to how organizational strategists can develop a strategic marketing intelligence framework that incorporates a counterintelligence dimension. The main advantage of the strategic marketing intelligence framework is that it acts as a vehicle to integrate the organizational intelligence efforts and activities at the highest-level. It also facilitates the creation of an intelligence culture.