Acta Universitatis Danubius. Œconomica, Vol 10, No 6 (2014)

Role of Marketing Intelligence by Strategic Function on Organizational Performance: Evidence from Pakistan

Arslan Ayub, Israr Raisani, Hanan Iftekhar, Ayesha Mushtaq


The purpose of this study is multifaceted; firstly, it aims to explore the extent to which marketing intelligence is utilized within corporate sector in Pakistan. Secondly, this paper measures the role of marketing intelligence by strategic function on organizational performance. The study uses exploratory approach, sample of the study consisted of 145 professionals from 30 companies related to different sectors operating in Islamabad and Rawalpindi, Pakistan. Structural Equation Model (SEM) Technique was used to test the hypotheses. The study found a strong positive relationship between marketing intelligence by strategic function and organizational performance. The study also found that majority of corporate sector of Pakistan have incorporated and utilized marketing intelligence system. The study throws light on the importance of marketing intelligence to heading on this fast-paced competition. 


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