Customer-based perceptual map as a marketing intelligence source
by Ajayeb S. Abu Daabes; Faten F. Kharbat
International Journal of Economics and Business Research (IJEBR), Vol. 13, No. 4, 2017

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.

Online publication date: Tue, 06-Jun-2017

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