{"title":"The Role of Marketing Intelligence in Improving the Efficiency of the Organization: An Empirical Study on Jordanian Hypermarkets","authors":"Bader Ismaeel, Bashar Younis Alkhawaldeh, Khaled Khalaf Alafi","doi":"10.37380/jisib.v13i2.1082","DOIUrl":null,"url":null,"abstract":"In today's competitive business environment, marketing intelligence plays a crucial role in improving the efficiency of organizations in hypermarkets in Jordan. The purpose of this study is to explore the role of marketing intelligence in improving the efficiency of hypermarkets in Jordan. The paper discussed the concept of marketing intelligence, the importance of marketing intelligence in hypermarkets, the benefits of marketing intelligence, and the challenges that hypermarkets may face while using marketing intelligence. The study conducted on a convenience sample consisting of 256 respondents showed that there is an impact of market research, competition intelligence, and consumer intelligence as the main dimensions of marketing intelligence on the efficiency of hypermarkets in Jordan. While there was no effect of the dimensions of marketing analytics and product intelligence on the efficiency of hypermarkets in Jordan. The study also provided a set of important recommendations for the companies surveyed.","PeriodicalId":43580,"journal":{"name":"Journal of Intelligence Studies in Business","volume":null,"pages":null},"PeriodicalIF":0.9000,"publicationDate":"2023-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Intelligence Studies in Business","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.37380/jisib.v13i2.1082","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
In today's competitive business environment, marketing intelligence plays a crucial role in improving the efficiency of organizations in hypermarkets in Jordan. The purpose of this study is to explore the role of marketing intelligence in improving the efficiency of hypermarkets in Jordan. The paper discussed the concept of marketing intelligence, the importance of marketing intelligence in hypermarkets, the benefits of marketing intelligence, and the challenges that hypermarkets may face while using marketing intelligence. The study conducted on a convenience sample consisting of 256 respondents showed that there is an impact of market research, competition intelligence, and consumer intelligence as the main dimensions of marketing intelligence on the efficiency of hypermarkets in Jordan. While there was no effect of the dimensions of marketing analytics and product intelligence on the efficiency of hypermarkets in Jordan. The study also provided a set of important recommendations for the companies surveyed.
期刊介绍：
The Journal of Intelligence Studies in Business (JISIB) is a double blinded peer reviewed open access journal published by Halmstad University, Sweden. Its mission is to help facilitate and publish original research, conference proceedings and book reviews. The journal includes articles within areas such as Competitive Intelligence, Business Intelligence, Market Intelligence, Scientific and Technical Intelligence, Collective Intelligence and Geo-economics. This means that the journal has a managerial as well as an applied technical side (Information Systems), as these are now well integrated in real life Business Intelligence solutions. By focusing on business applications the journal do not compete directly with journals of Library Sciences or State or Military Intelligence Studies. Topics within the selected study areas should show clear practical implications.
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