Designing a Model for Marketing Intelligence Using Interpretive Structural Modeling Approach (Case Study of Internal Automotive Industry)

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yavarifar babak; Mahmudi Meymand mohammad; KARIMI OZHAN; Khademi Seyed Musa

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Paper Information

Journal: Journal of Management Future Research Year:2019 | Volume:30 | Issue:116 Page(s): 31-56

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Title

Designing a Model for Marketing Intelligence Using Interpretive Structural Modeling Approach (Case Study of Internal Automotive Industry)

Author(s)

yavarifar babak | Mahmudi Meymand mohammad | KARIMI OZHAN | Khademi Seyed Musa | Issue Writer Certificate

Keywords

intelligenceQ1

structural interpretive modelingQ1

three-branch modelQ1

marketing intelligenceQ2

Abstract

In order to survive in dynamic and changing markets, the organization needs a tool that can help overcome the environmental challenges of the competitive environment. Such a tool is marketing intelligence. Hence, with the aim of developing a marketing intelligence model, this study was conducted. In this regard, with the extensive study of the subject literature, in particular, in order to achieve the Islamic perspective of Iran, by referring to the upstream documents, 47 main factors of marketing intelligence were identified and structured with a three-branch analytical tool, in the form of a questionnaire provided to the automotive industry experts Iran is on By analyzing the data obtained from the collected questionnaires, 10 variables affecting identified marketing intelligence were confirmed. Then, the identified variables were entered in the second questionnaire, which was arranged using the ISM technique structure, and this questionnaire was provided to the experts of Iran's auto industry and the questionnaires were collected. Based on the results of the second questionnaire, using the ISM technique, the "marketing intelligence" model was designed. The insight this model provides to managers can help them realize the marketing intelligence in the organization.

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APA: Copy

yavarifar, babak, Mahmudi Meymand, mohammad, KARIMI, OZHAN, & Khademi, Seyed Musa. (2019). Designing a Model for Marketing Intelligence Using Interpretive Structural Modeling Approach (Case Study of Internal Automotive Industry). JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH), 30(116 ), 31-56. SID. https://sid.ir/paper/204289/en

Vancouver: Copy

yavarifar babak, Mahmudi Meymand mohammad, KARIMI OZHAN, Khademi Seyed Musa. Designing a Model for Marketing Intelligence Using Interpretive Structural Modeling Approach (Case Study of Internal Automotive Industry). JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH)[Internet]. 2019;30(116 ):31-56. Available from: https://sid.ir/paper/204289/en

IEEE: Copy

babak yavarifar, mohammad Mahmudi Meymand, OZHAN KARIMI, and Seyed Musa Khademi, “Designing a Model for Marketing Intelligence Using Interpretive Structural Modeling Approach (Case Study of Internal Automotive Industry),” JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH), vol. 30, no. 116 , pp. 31–56, 2019, [Online]. Available: https://sid.ir/paper/204289/en

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