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Customer-based perceptual map as a marketing intelligence source

Author

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  • Ajayeb S. Abu Daabes
  • Faten F. Kharbat

Abstract

Marketing intelligence is adopted by most global firms to support decision-making, identify potential opportunities and plan appropriate strategies. This paper concentrates on customers' perceptions as a rich, systematic, objective, and intelligent source that supplies strategic marketing planning knowledge. This idea is executed through distilling a perceptual map from mining customers' perceptions via data mining techniques and tools. In this paper, a practical intelligence framework is proposed to integrate marketing resources and information systems techniques in order to maintain a deep understanding of the soundness of data. After application on a real case study for fast food restaurants brands in Jordan, the proposed framework has proven to display promising results.

Suggested Citation

  • Ajayeb S. Abu Daabes & Faten F. Kharbat, 2017. "Customer-based perceptual map as a marketing intelligence source," International Journal of Economics and Business Research, Inderscience Enterprises Ltd, vol. 13(4), pages 360-379.
    • Handle: RePEc:ids:ijecbr:v:13:y:2017:i:4:p:360-379
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    Cited by:

    1. Morimura, Fumikazu & Sakagawa, Yuji, 2023. "The intermediating role of big data analytics capability between responsive and proactive market orientations and firm performance in the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    2. Ming-Hui Huang & Roland T. Rust, 2021. "A strategic framework for artificial intelligence in marketing," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 30-50, January.

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