It encompasses all of the consumer's cognitive, emotional, sensory, and behavioral reactions throughout every stage of the consumption journey, encompassing the pre-purchase, consumption, and post-purchase phases.
Published in Chapter:
A Literature Review of Marketing Intelligence and Its Theoretical Implication for Leveraging Business
Copyright: © 2024
|Pages: 30
DOI: 10.4018/979-8-3693-4195-7.ch001
Abstract
Marketing intelligence, or market intelligence, refers to gathering and analyzing information about the market, customers, competitors, and other relevant factors to make informed business decisions. Market intelligence helps businesses spot emerging trends, untapped markets, and potential business opportunities. When considering expansion into new geographic areas or market segments, marketing intelligence can provide valuable information about the potential demand, competition, and market conditions. This data helps businesses make informed decisions and reduce risks associated with expansion. Marketing intelligence provides valuable insights that inform long-term strategic planning. Businesses can develop data-driven strategies that align with market trends and customer demands, ensuring sustainable growth and profitability. Based on the above, it is intended to systematically review the bibliometric literature on how marketing intelligence can leverage business using the Scopus database by analyzing 96 academic and/or scientific documents.