MARKETING INTELLIGENCE: BENEFITS AND IMPLEMENTATION OF ITS BUSINESS
Authors: Siti Maria, Tommy Pusriadi, Dio Caisar Darma
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Marketing intelligence (MI) may still sound quite foreign to some people who have never heard this term. However, this term is certainly often heard by some people, especially those who are in the business world. The term MI is generally interpreted as knowledge obtained as a result of data analysis in a company. This paper presents the extent to which the benefits and strategic steps that companies get by implementing MI. In simplifying the presentation, the auhors use literature study techniques from various journals and other supporting information. This system is commonly used by companies to be able to get information about what the company wants to know, for example, in marketing performance or maybe, sales results or maybe the company wants to know various things about consumer behavior. So in this case, the company can apply this system to get an overview of certain matters relating to the products produced. With the presence of MI, business actors can take advantage of all information and technology that are interconnected, so that it becomes practical convenience in this digital era. Establishing technology requires facilities such as the internet so that it will change the work environment for marketers. Those who have adapted to MI, need to carry out further studies to determine consumer groups and association power so that the business continues to grow.