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Intelligent Business Sustainability on Marketing System
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Author(s): M. Parveen Roja (PSNA College of Engineering and Technology, India), Shashank Agarwal (CVS Health, USA), Amrita Baid More (Prestige Institute of Management and Research, India), K. Bogeshwaran (Dhaanish Ahmed College of Engineering, India), A. Nagarajan (Dhaanish Ahmed College of Engineering, India)and S. Manikandan (Dhaanish Ahmed College of Engineering, India)
Copyright: 2024
Pages: 15
Source title:
Data-Driven Decision Making for Long-Term Business Success
Source Author(s)/Editor(s): Sonia Singh (Toss Global Management, UAE), S. Suman Rajest (Dhaanish Ahmed College of Engineering, India), Slim Hadoussa (Brest Business School, France), Ahmed J. Obaid (University of Kufa, Iraq)and R. Regin (SRM Institute of Science and Technology, India)
DOI: 10.4018/979-8-3693-2193-5.ch011
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Abstract
The information age, with the usage of big data, has created opportunities for smart marketing systems. Marketing data intelligence systems accelerate product innovation and growth strategies with the information obtained from the data mining techniques about the marketing stakeholders. The implementation and adaptation of creative, intelligent technologies aid marketers in speedy decisions and sustainable competitive strategies to gain a competitive advantage in the market that would help the organization's sustenance over the long term. This chapter explains marketing intelligence, its quotient, relevant theories, evolution, framework, the transformation of marketing intelligence systems from digital marketing to social engineering, the tools of marketing intelligence, and the benefits of marketing intelligence.
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