The relationship between marketing intelligence and strategic marketing

Venter, Peet; Rensburg, Mari Jansen van

doi:10.4102/sajems.v17i4.642

Cited by 14 publications

(9 citation statements)

References 35 publications

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“…This result is corroborated with the findings of Venter and Rensburg (2014) which revealed that the availability of marketplace opportunity and intelligence (intelligence on customers, competitors and suppliers) has the greatest direct effect on perception of the overall quality of marketing intelligence and perhaps plays a mediating role, given its strong relationships with other categories of marketing intelligence.…”

Section: Discussion Of Findingssupporting

confidence: 81%

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The Influence of Marketing Intelligence on Business Competitive Advantage (A Study of Diamond Bank Plc)

Ladipo¹,

Awoniyi²,

Arebi³

2017

JOC

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This study investigates the influence of Marketing Intelligence on Business Competitive Advantage: A study of Diamond Bank Plc, Nigeria. Five objectives were identified and translated into five research questions which aptly answered by subjecting them to a test of hypotheses. A Descriptive research was used to survey 292 members of the staff of Diamond Bank in Lagos, Central Regional branches and head office. Out of which 285 responses were obtained, while 6 responses were destroyed because they were not properly filled. Also, data was collected through a self-administered questionnaire, as Pearson correlation, T-test and Regression were used to test the hypotheses statements. However, the result of the findings revealed that marketing intelligence sub-constructs such as internal records, competitor's sales data, marketplace opportunity, competitors' threats and competitors' risks have significant and positive influence on business competitive advantage. Thus, it can be concluded that marketing intelligence as sensitive information has enabled the bank to successfully acquire more profit, expand the branch network all over the country, perform better than its rivals in the market and increase its business competitive advantage.

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Section: Discussion Of Findingssupporting

confidence: 81%

“…According to Venter and Rensburg (2014) in their study conducted to determine the relationship between marketing intelligence and strategic marketing in South African organizations. In the study, a quantitative survey was used among 166 South African marketing decision-makers.…”

Section: Empirical Reviewmentioning

confidence: 99%

The Influence of Marketing Intelligence on Business Competitive Advantage (A Study of Diamond Bank Plc)

Ladipo¹,

Awoniyi²,

Arebi³

2017

JOC

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“…Marketing intelligence classified into two categories frequently based on external data and internal data (Smith, 2011). Internal data marketing intelligence includes online transaction processing, clickstreams data and reports from internal sources, while external data includes primary sources, human intelligence, observation and secondary public domain sources (Venter & van Rensburg, 2014).…”

Section: Types Of Marketing Intelligencementioning

confidence: 99%

Perceived marketing intelligence and marketing communications tools used by rural Small, Medium and Micro Enterprise in South Africa

Lekhanya¹

2014

JEBS

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Previous research revealed that Small, Medium and Micro Enterprises (SMMEs) have been struggling to grow including in rural and remote areas. However, there is little empirical research into how SMMEs promote themselves. To date is not clear about what marketing intelligence and marketing promotional communications they use. The survey intends looking to make contribution in closing research gap by seeking to understand the marketing intelligence and marketing promotional communications tools used by rural SMMEs and to what extent they used these tools and what are the limitations they have. This research aims to examine the perceived marketing intelligence and marketing communications tools used by South African rural SMMEs , to identify limiting factors to the used and establish the extend to use and their implications. The study population consisted of 374 respondents in five rural areas of KwaZulu -Natal province in South Africa (Empangeni, Ulundi, Nquthu, Escourt and Kwa-Nongoma). A quota sampling method was used to determine desired target population. Quantitative Likert scale questionnaire was designed and personal distributed to the respondents. Respondents were giving 7 days to complete questionnaire. Data analysis was done using SPSS (21.0) version. Figures and tables were used to present research findings. Statistical analysis revealed that marketing intelligence and marketing promotional tools were applied and found to be significant. The study found that promotional communication tools that cover both marketing promotional mix and marketing intelligence used by rural SMMEs are significant (p=.000*)

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“…In the top of consumer centricity agenda, there are three important streams of research to be explored: the need of consumer driven orientation, co-creation of value and relational benefits (Spottle et al, 2016). In this context, relationship marketing arises as an organizational philosophy that enables firms to manage, develop and improve their interactions with consumers (Mishra & Mishra, 2009;Venter & van Rensburg, 2014) by transforming consumer information in decision-making processes, contributing to firms' positioning in the competitive scenario (Maçada, Brinkhues, & Freitas Junior, 2019).…”

Section: Introductionmentioning

confidence: 99%

The Intellectual Structure of Relationship Marketing Scientific Field: proposing new Avenues of Research from a Systematic Review

Enes¹,

Lima²,

Demo³

et al. 2021

CBR

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We aim to analyze the evolution and the social and intellectual structure of relationship marketing/CRM scientific field and develop a research agenda. We performed a systematic review and bibliometric analysis of 290 articles published between 2015 and 2020. The social structure of the field shows the concentration of publication in developed countries and the predominance of the North-American approach and its focus on consumer centricity. Five research perspectives compose the intellectual structure of relationship marketing scientific field: business-to-business, customer loyalty, adoption and implementation strategies, theoretical developments and digital relationship marketing. We recommend scholars to address relational studies in emerging economies and the role of sociocultural elements in relationship marketing strategies; the impact of social media in consumers and firms relational dynamics; the multichannel context; and the rise of consumption journey as an opportunity to develop relationships in the multiple touchpoints between consumers and firms during the stages of consumption experience.

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The relationship between marketing intelligence and strategic marketing

Cited by 14 publications

References 35 publications

The Influence of Marketing Intelligence on Business Competitive Advantage (A Study of Diamond Bank Plc)

The Influence of Marketing Intelligence on Business Competitive Advantage (A Study of Diamond Bank Plc)

Perceived marketing intelligence and marketing communications tools used by rural Small, Medium and Micro Enterprise in South Africa

The Intellectual Structure of Relationship Marketing Scientific Field: proposing new Avenues of Research from a Systematic Review

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