Abstract
The research looks at how a marketing intelligence system might help Jordanian businesses improve their marketing effectiveness in the wake of the COVID19 Pandemic. The study’s sample size includes 234 Jordanian marketing managers. A stratified random sample of 146 Jordanian firms was chosen, and 118 valid questionnaires were obtained from marketing managers for statistical analysis, yielding an 80.8% response rate. According to the findings, the marketing intelligence system is crucial in influencing the company’s marketing performance, and its simple and practical design increases the possibility of benefiting from it in improving the company’s marketing performance. The researchers recommend allocating a separate department for marketing intelligence systems in order to maximize the system’s benefit in terms of improving Jordanian corporations’ marketing performance, as well as involving the department’s director in various strategic decisions affecting the company.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Adams, G.L., Lamont, T.: Knowledge management systems and developing sustainable competitive advantage. J. Knowl. Manag. 7(2), 142–154 (2003)
Aggarwal, N., Gupta, M.: Marketing performance measures: Current status in Indian companies. Decision 33(1), 47−74 (2006)
Crowley, E.A.: Market intelligence versus market research. In: Mukerjee, H.S. (ed.) Industrial Marketing, 1st edn., pp. 169–172. Excel Books, Delhi, India (2009)
Gujarati, D.N., Porter, D.C.: Basic Econometrics, 5th edn. McGraw Hill Inc., New York (2009)
Haidar, M.: The Information Systems—An Approach Towards Achieving a Competitive Advantage. Al-Dar Al-Jame’eya Publishing House, Alexandria (2002)
Hair, J., Black, W., Babin, B., Anderson, R.: Multivariate Data Analysis, 8th edn. Cengage Learning, Pearson Prentice Hall, NJ (2018)
Hashem, T.: The role of customer information system IN improving marketing performance of Jordanian commercial banks. Int. J. Manag. Appl. Sci. 5(11), 81–85 (2019)
Hashem, T.: The role of marketing information systems in improving marketing performance for Jordanian corporations. Ph.D. thesis. Amman Arab University, Jordan (2006)
Hashem, T., Al Maani, A.: The impact of strategic fit on the marketing performance of the industrial corporations in Jordan. Int. J. Bus. Manag. 14(2), 115–124 (2019)
Igbaekemen, G.O.: Marketing intelligence as a strategic tool for competitive edge. Br. J. Mark. Stud. 2(5), 17–34 (2014)
Johnson, G., Scholes, K., Whittington, R.: Exploring Corporate Strategy: Text and Cases, 8th edn. Prentice Hall, Harlow (2008)
Kotler, P.: Kotler on Marketing. Simon & Schuster Inc., New York (1999)
Ladipo, P.K.A., Awoniyi, M.A., Arebi, I.T.: The influence of marketing intelligence on business competitive advantage (a study of Diamond Bank Plc). J. Compet. 9(1), 51–71 (2017). https://doi.org/10.7441/joc.2017.01.04
Mcleod, R., Schell, G.: Management Information Systems. Prentice Hall, New Jersey (2004)
Norfazlina, G., Akma, S., Nurul Adrina, S., Noorizan, M.M.: Customer information system satisfaction and task productivity: the moderating effect of training. Proc. Econ. Financ. 37, 7–12 (2016)
Queiroz, J., Oliveira, B.: Benefits of the marketing information system in the clothing retail business. J. Inf. Syst. Technol. Manag. 11(1), 153–168 (2014)
Rifai, F., Obeidi, M., Al-Maqousi, K.: The impact of business entrepreneurship on organizational performance: an empirical study at Jordanian telecommunication companies. Acad. Entrepr. J. 28(1), 1–10 (2022)
Sharma, B.: Marketing strategy, contextual factors and performance—an investigation of their relationship. Mark. Intell. Plann. 22(2) (2004) [Online]. Available: file://A:emeraldinsight.com
Smith, O.: The power of marketing intelligence [Online]. http://www.smetimes.in/smetimes/in-depth/2011/May/31/the-power-of-marketing-intelligence354533.html (2011)
Venter, P., Rensburg, M.: The relationship between marketing intelligence and strategic marketing. UNISA Grad. Sch. Bus. Leadersh. 17(4), 440–456 (2014)
Wheelen, L., Hunger, J.: Strategic Management and Business Policy, 11th edn. Pearson Education Inc., Upper Saddle River, New Jersey (2008)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Nimer, N., Allan, M., Hashem, T.N. (2023). Applying Marketing Intelligence System in Improving Marketing Performance for Jordanian Corporations During COVID19 Pandemic. In: Hamdan, A., Shoaib, H.M., Alareeni, B., Hamdan, R. (eds) The Implementation of Smart Technologies for Business Success and Sustainability. Studies in Systems, Decision and Control, vol 216. Springer, Cham. https://doi.org/10.1007/978-3-031-10212-7_2
Download citation
DOI: https://doi.org/10.1007/978-3-031-10212-7_2
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-10211-0
Online ISBN: 978-3-031-10212-7
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)