Business Marketing Intelligence: Analysis and Tools

Document type: Bookchapters
Peer reviewed: Yes
Full text:
Author(s): Klaus Solberg Søilen
Title: Business Marketing Intelligence: Analysis and Tools
Book: Business Marketing Intelligence: Analysis and Tools
Year: 2005
Volume: Chapter 5
Pagination: 77-119
Editor: Per V. Jenster, H. Michael Hayes, David E. Smith
ISBN: 8763001470
Publisher: Copenhagen Business School Press
City: Copenhagen
Organization: Blekinge Institute of Technology
Department: School of Management (Sektionen för management)
School of Management S- 371 79 Karlskrona
+46 455 38 50 00
Authors e-mail:
Language: Swedish
Abstract: This chapter discusses business marketing intelligence (BMI), an important activity because it links an organization to its external environment and makes it possible for management to develop informed and rational decisions about markets, competitors, and strategy. We first introduce BMI and explain why it is important. We distinguish BMI from marketing research and argue that BMI is much more than traditional marketing research. We then discuss different types of marketing intelligence; continuous and problem related. New technology is continuously changing the nature of BMI. We analyze the state of the art intelligence software, define principles for how to search for information effectively on the Internet and build integrated business intelligence systems on the Intranet. Then we address issues related to BMI system design, benchmarking, and sources of intelligence. The impacts of demand analysis is highlighted, and we explain customer satisfaction analysis, customer requirements analysis, and sales forecasting. We conclude the chapter with discussions about how to organize and manage intelligence efforts.
Subject: Business Administration\Marketing
Business Administration\Information
Keywords: business marketing intelligence, business intelligence, competitive intelligence, marketing research