Marketing Intelligence for Top Management

Marketing Intelligence for Top Management

A number of large companies already have marketing intelligence departments, and others are planning to activate them. What lies behind this recent development in marketing management? What is meant by "marketing intelligence"? How does a company organize for it, and what benefits may be d...

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Veröffentlicht in:Journal of marketing 1965-10, Vol.29 (4), p.19-24
1. Verfasser: Kelley, William T.
Format: Artikel
Sprache:eng
Schlagworte:
Business management
Business structures
Communication
Communication channels
Consumer goods industries
Economic research
Executives
Information management
Intelligence services
Marketing
Organizational communication
Subsidiary companies
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Zusammenfassung:A number of large companies already have marketing intelligence departments, and others are planning to activate them. What lies behind this recent development in marketing management? What is meant by "marketing intelligence"? How does a company organize for it, and what benefits may be derived from it? Here is the rationale behind this new staff function of business.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224296502900405