DEVELOPMENT OF MARKETING USING SYSTEMIC PROCESS OF COMPETITIVE INTELLIGENCE AND FORESIGHT – FUTURE STUDIES

Behrooz Sadoogi, Mohammad Rahim Najafzadeh

Abstract


Development of competitive intelligence and foresight (future studies) leads to the creation of a perfect image of the current status and future of competition scene facing managers for better decision making. Utilizing competitive intelligence and foresight (future studies) leads to the recognition of short-term and long-term strategies in marketing. Here, the research methodology is correlation-descriptive and has been carried out as field study. Statistical population of this research includes all managers at General Department of Youth Affairs and Sport in West Azerbaijan consisting 43 persons. In this research statistical sample equals the statistical population. Questionnaires of this research have been designed in three parts as competitive intelligence, foresight (future studies) and marketing system. In this research correlation and regression methodology have been used. Based on obtained information and analyzing the data about the relationship between competitive intelligence and development of marketing it was found that: creating intelligence has a positive connection with customer relationship. Intelligence distribution is positively associated with the customer relationship. Responsiveness is positively associated with customer relationship. Also about the relationship between foresight (future studies) and development of marketing it was found that: foresight (future studies) is positively associated with customer relationship. Decision-making is positively associated with the creation of differentiated products.

 

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Keywords


competitive intelligence, foresight (future studies), marketing, marketing strategies

References


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DOI: http://dx.doi.org/10.46827/ejpe.v0i0.136

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