文章基本信息

标题：The Impact of Marketing Intelligence and Business Intelligence on Acquiring Competitive Advantages
本地全文：下载
作者：Ahmad Rahchamani ; Babak Rashidi Ashtiani ; Meisam Aminzadeh Vahedi 等
期刊名称：Gestao & Tecnologia
电子版ISSN：2177-6652
出版年度：2019
卷号：19
期号：5
页码：52-70
DOI：10.20397/2177-6652/2019.v19i5.1794
语种：Portuguese
出版社：Fundação Pedro Leopoldo
摘要：Companies play an important role as an intermediary link between suppliers (manufacturers and importers) and customers. Relying on expert and efficient human capital, adherence to standards, as well as applying knowledge and technology are the most influential factors in driving a company's goals. One of the new tools, which helps organizations move toward their goals, is the use of marketing intelligence. Therefore, in this study, we try to analyze the impact of marketing intelligence and business intelligence on competitive advantage. The statistical population of this study consists of managers of information technology companies that 200 subjects were sampled. The main tool for data collection is questionnaire. Research findings suggest that marketing information, creativity, IQ and EQ influence marketing intelligence enhancement. Marketing intelligence also affects business intelligence and business intelligence to gain competitive advantage. Overall, this study confirms the relationship between model variables.