Marketing intelligence is a modern day concept within MNCs. Its meaning and magnitude is not entirely obvious, making it complex to utilize. In investigation, it is clear that marketing intelligence as an entity isn’t greatly discussed. Intelligence prevails in various concepts where researchers’ are not clearly differentiating between the differences. This thesis starts with bringing marketing intelligence in its entity considering information exchange, which is a base for intelligence. Obviously, there was no active notions in this theme. It was thus required to recognize quite a few features connected to the marketing intelligence process (MIP). Theories for every feature were put into a context, and a theoretical platform was conceptualized. The theoretical design results in a basis for how to structure the MIP in order to effectively use intelligence in the decision-making process for an MNC. To be able to study how MIP needs to be utilized in an MNC, Volvo CE International AB is the chosen case company. Volvo CE International AB’s marketing intelligence approach was reviewed in order to identify critical elements for planning and strengthening it. The study is conducted on a local level, where Volvo CE’s regional hub within Australia is an important unit in the process.
Contents – Information Exchange Network Reports
1 Introduction
1.1 Background
1.2 Conceptual Discussion
1.3 Problem Statement
1.4 Outline Of The Research Process
1.5 Purpose
1.6 Delimitations
1.7 Outline Of The Report
2 Methodology
2.1 Research Strategy
2.2 Research Approach
2.3 Research Method
2.4 Quality Of Research
2.5 Scientific Reasoning
2.6 Data Collection
2.7 Data Analysis
2.8 Ethics In Research
2.9 Critiques Of Literature And Respondents
2.10 An Impeccable Case Study
3. Designing Individual Research Device
4. Theoretical Framework
4.1 Communication
4.2 Marketing Intelligence
4.3 Network Concept
4.4 Dealer Information Exchange Network
4.5 Customer Information Exchange Network
4.6 Competitor Information Network
4.7 Stakeholders Information Exchange Network
4.8 Summary
5 Empirical Findings
5.1 Company Presentations
5.2 Assessing Previous Research
5.3 Marketing Intelligence At Volvo Ce International Ab
5.4 Communication
5.5 Marketing Intelligence Cycle
5.6 Dealer Intelligence Network
5.7 Customer Intelligence Network
5.8 Competitor Intelligence Network
5.9 Stakeholder Intelligence Network
5.10 Mip Experience Within Supplementary Companies
6 Analysis
6.1 Communication
6.2 Marketing Intelligence Cycle
6.3 Dealer Intelligence Network
6.4 Customer Intelligence Network
6.5 Competitor Intelligence Network
6.6 Stakeholders Intelligence Network
7 Conclusions
7.1 Holistic View Of The Mip In Practice
7.2 Internal Intelligence Network Within The Mip
7.3 External Intelligence Network Within Mip
8 Theoretical Conclusions As Contribution To The Science
8.1 Introduction
8.2 Holistic View Of The Mip
8.3 Implementing The Mip In Practice
9 Recommendations
9.1 Define The Terms Used In The Mip
9.2 Establish A Mi Function
9.3 Define Intelligence Needed
9.4 Define Information Sources: Intelligence Network
9.5 Organize Soft And Hard Information
9.6 Improve The Analysis Function
9.7 Make Intelligence Easy To Access
10 Suggestions For Future Research
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