The Impact of Marketing Intelligence and Business Intelligence on Acquiring Competitive Advantages

Resumo

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.