Intelijensi Pemasaran Dalam Upaya Mempertahankan Keunggulan Kompetitif

Syukron, Miftahus and Slamet, Slamet (2013) Intelijensi Pemasaran Dalam Upaya Mempertahankan Keunggulan Kompetitif. Iqtishoduna: Jurnal Ekonomi dan Bisnis Islam, 9 (2). pp. 144-151.

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Abstract

Marketing intelligence is very important for a company to maintain its competitive advantage in order to face industrial competition. So, if it is done optimally, the information about competitors data can then be achieved and the company can make a decision related to the information. In reality great scale company, which is the object of the research, implement marketing intelligence based on intelligence system to face existing industrial competition and be able to apply it as the procedure.

The result show that: 1) The marketing intelligence employed by great scale companies uses competitive advantage planning and customer value analysis in observing its competitor. 2) The marketing intelligence source employed by grat scale companies uses twi sources, company environment (internal) and outside environment of the company (external). 3) Marketing intelligence factor employed by great scale companies uses 3 factors. First, the observation of 6 main competitor data including competitor’s products, price, promotion, strategy, sale, and other data. Second, competitive advantage factor emphasizing on information processing related to competitor’s innovation such as product quality. Third, the salesman factor who employs person in the company to do marketing intelligence in which the company ability is very important in these factors application.

Item Type: Journal Article
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Divisions: Faculty of Economics > Department of Management
Depositing User: Faizuddin Harliansyah
Date Deposited: 03 Mar 2016 11:18

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