A study on models of marketing intelligence

The successful business will be Customer-Driven rather than Product-Driven. Every day customers, competitors, suppliers, and employees are providing bits of Information useful to business owners. All these information is very important for a business firm practicing marketing. This information is often called intelligence, if it processed and used in a specific manner. Making critical decisions without sufficient information is a typical problem that companies are facing. The key for these problems may be designing Marketing Intelligence system for the organization. Marketing Intelligence allows the user to respond based on the performance measures, graphical trends, drill down reports, and favorite reports. Hence it is proposed to study some models of Marketing Intelligence that are developed by various institutions. The objectives of this study is to review the literature on Marketing Intelligence, study some models of Marketing Intelligence and finally offering recommendations for better Marketing Intelligence solutions for effective business performance.