MARKETING INTELLIGENCE AS A STRATEGIC TOOL FOR COMPETITIVE EDGE

Abstract

“Marketing is becoming a battle based more on information than sales power- Philips Kotler”. The impact of competition in the business environment has compelled many organizations to turn around and start scanning the environment for information, so as to have competitive edge over other similar organization within the industry. Organization have to embark on efficient and effective marketing intelligence in order to maintain their competitive position in the industry in light of this, the study attempts to investigate how marketing information system could help in achieving or attaining competitive edge. To address these problems of competition, marketing intelligence and the adoption of suitable marketing intelligence system for an organization becomes imperative