Designing a Model for Marketing Intelligence Using Interpretive Structural Modeling Approach (Case Study of Internal Automotive Industry)
Subject Areas : Futurology
babak yavarifar
1
(
- PhD Student of Marketing, Payam-e- Noor University
)
mohammad Mahmudi Meymand
2
(
pnu Associate Professor, Department of Business Administration & MBA, Payam e Noor University
)
Ozhan Karimi
3
(
Associate Professor, Payam e Noor University, Tehran, I.R. of Iran
)
Seyed Musa Khademi
4
(
Associate Professor, Payam e Noor University, Tehran, I.R. of Iran.
)
Keywords: marketing intelligence, three-branch model, intelligence, structural interpretive modeling,
Abstract :
In order to survive in dynamic and changing markets, the organization needs a tool that can help overcome the environmental challenges of the competitive environment. Such a tool is marketing intelligence. Hence, with the aim of developing a marketing intelligence model, this study was conducted. In this regard, with the extensive study of the subject literature, in particular, in order to achieve the Islamic perspective of Iran, by referring to the upstream documents, 47 main factors of marketing intelligence were identified and structured with a three-branch analytical tool, in the form of a questionnaire provided to the automotive industry experts Iran is on By analyzing the data obtained from the collected questionnaires, 10 variables affecting identified marketing intelligence were confirmed. Then, the identified variables were entered in the second questionnaire, which was arranged using the ISM technique structure, and this questionnaire was provided to the experts of Iran's auto industry and the questionnaires were collected. Based on the results of the second questionnaire, using the ISM technique, the "marketing intelligence" model was designed. The insight this model provides to managers can help them realize the marketing intelligence in the organization.
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