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Intelligence

It is information in form, degree of details and timeliness which renders it useful to decision makers.

During recent years, the gathers and analysis of marketing information has received considerable attention.
This is because of the increasing understanding of its importance to effective marketing as well as to the wide-spread usage of computers.

Marketing Intelligence

Marketing Intelligence System provides relevant, accurate, and timely information on continues basis to the industrial marketing manager to make decisions. In short, it's a raw material for market identification and the formulation of strategy.

The problem of adequate marketing intelligence is not only that of defining what information is needed to reach sound decision, but designing a system of collection, storage, and retrieval that is capable of producing it on demand. The cost of data processing alone dictates that both problems be attacked with care and patience.

System Designer

A system designer is the main driver of our marketing intelligence journey. This designer collects data from marketing research department, stores, retrieves, and passes accurate information needed by the manager.

Defining Informational Needs

The actual information needed by the managers can be retrieved by asking them. But each and every time it's not possible to decide by the manager also what he wants. This is because of varying factors like consumer behavior; managers may find it difficult to find what they want until given a choice. It may happen that one manager may request every category of information he has ever had occasion to use. However, another may request for the information required to solve the problems in hand, i.e., requires information at the most one-month old and free of errors.

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* Contributed by: -
Abhijeet R. Girdhari & Shailesh G. Deshpande,
NICMAR-SOM, Pune.