The Role of Marketing Intelligence in Brand Positioning: Perspective of Marketing Professionals

Supreet Kanwal (L. M. Thapar School of Management, Thapar University, Derabassi, India), Harsh Vardhan Samalia (Rajiv Gandhi Indian Institute of Management, Shillong, India) and Gurparkash Singh (L. M. Thapar School of Management, Thapar University, Derabassi, India)
Copyright: © 2017 |Pages: 41
EISBN13: 9781522533559|DOI: 10.4018/JCIT.2017010103
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Abstract

The presented study explains the role of Marketing Intelligence (MI) in the brand positioning of select consumer durable goods. This involves examining the usage and application of Marketing Information System (MkIS) by the various marketing professionals for formulating brand positioning strategies related to various consumer durable goods offered by their respective organizations. One of the aims of this study is to design a scale that examines the impact of MI on the identified brand positioning factors derived from the extensive review of literature and exploratory factor analysis. Survey method has been used to collect the responses of marketing professionals working in the select consumer durable companies. The principles of reliability, validity, and sensitivity in the design of scale have been applied to enhance the rigor of the scale thus developed. The study tries to advance the understanding of MkIS and MI research by investigating relationship among marketing intelligence and factors of brand positioning.
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