The use of marketing research and intelligence in strategic planning: key issues and future trends

Abstract

Many large companies in Asia are turning to market intelligence for input into their strategic management system and decision making. Conventional marketing research is increasingly viewed as being too narrowly focused on tactical and operational issues. It is characterized by an overriding concern with data rather than analysed information and the research is often conducted in response to an apparent market threat or opportunity rather than on an ongoing basis. This paper attempts to highlight the role of the Internet for market intelligence purposes. It proposes and demonstrates the marketing intelligence process, techniques and procedures, as illustrated by a case study on Creative Technology. Believes that the intelligent use of the Internet is strategically beneficial for both marketing research and intelligence.

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