الذكاء التسويقي المبني على التسويق الداخلي : رهان لتجسيد الذكاء الاقتصادي

الملخص EN

The shift towards a knowledge economy has made knowledge or information the weapon of the Organization and its turning point from failure to success, forcing organizations to make changes constantly, this is followed by new ways of governance based on managers with the economic intelligence, knowledge and skills necessary to identify the basic information that ensures the organization's success and survival, one of the types of economic intelligence is marketing intelligence, which relates to marketing information in the external environment of the organization.

On the other hand, internal marketing is one of the modern management concepts that focus on raising the productivity, knowledge and skills of the employee through empowerment, training, motivation and internal communication, thus, internal marketing can contribute to increasing the marketing intelligence of managers through its practices (empowerment, training, motivation, internal communication).