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The Indispensability of Information Technology in Marketing Intelligence System: A Conceptual Approach


A. Thangaraja , Manonmaniam Sundaranar University


Intelligence System, Indispensability


This study was initiated with a view to understand the essentiality of IT in MI. The conceptual framework is developed for the understanding of MI in international context as well domestically. Marketing intelligence is “a continuing and interacting structure of people, equipment and procedures that, in combination, gather, sort, analyse and distribute pertinent, timely and accurate information for use by marketing decision makers to improve their marketing planning, implementation and control” Although many professionals do much of their own information gathering and analysis, there still needs to be a clear focal point of the Marketing Intelligence System responsibility. This may be a named individual or a small group of people who have the distinctive skills needed The system represents a decision support system for marketing activity. It consists of information technology – mainly based on internet system, marketing data and modelling capabilities that enable the system to provide predicted outcomes from different scenarios and marketing strategies, so answering "what if?" questions. An electronic collections of information obtained from data sources within the company.

Other Details

Paper ID: IJSRDV4I60065
Published in: Volume : 4, Issue : 6
Publication Date: 01/09/2016
Page(s): 118-121

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