Title: Customer-based perceptual map as a marketing intelligence source

Authors: Ajayeb S. Abu Daabes; Faten F. Kharbat

Addresses: Department of Management, Emirates College of Technology, Abu Dhabi, UAE ' Engineering and Information Technology College, Al Ain University for Science and Technology, Abu Dhabi, UAE

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.

Keywords: customer behaviour; marketing intelligence; competitive intelligence; data mining; customer-based; perceptual map; PM; brand associations; positioning; service marketing; fast food restaurants.

DOI: 10.1504/IJEBR.2017.084381

International Journal of Economics and Business Research, 2017 Vol.13 No.4, pp.360 - 379

Received: 26 Oct 2016
Accepted: 27 Oct 2016

Published online: 06 Jun 2017 *

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