The role of marketing intelligence in achieving competitive advantage : case study : internet service provider companies in the Gaza Strip

العناوين الأخرى

دور الاستخبارات التسويقية في تحقيق الميزة التنافسية : دراسة حالة : شركات تزويد خدمة الإنترنت في قطاع غزة

مقدم أطروحة جامعية

al-Saqqa, Ahmad Hisham Hashim

مشرف أطروحة جامعية

Wadi, Rushdi Abd al-Latif

الجامعة

الجامعة الإسلامية

الكلية

كلية التجارة

القسم الأكاديمي

قسم إدارة الأعمال

دولة الجامعة

فلسطين (قطاع غزة)

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2017

الملخص الإنجليزي

The study examines the role of Marketing Intelligence in achieving competitive advantage in internet service provider companies in the Gaza strip.

The study population consists of all marketing employees of internet service provider companies in the Gaza strip.

The researcher used the descriptive analytical method and utilized both primary and secondary sources for data collection.

The researcher retrieved 69 of the 80 distributed questionnaires, forming a recovery percentage of 86.25%.

The results of the study show a statistically significant relationship between marketing intelligence with its four components (competitor intelligence, product intelligence, market intelligence, customer intelligence) and achieve competitive advantage.

And also the study results showed that there is no statistically significant differences among respondents answers regarding the marketing intelligence, and regarding the competitive advantage in the internet service provider companies in the Gaza strip due to (genderscientific qualification- experience year- job title- income level).

The researcher recommends that the internet service provider companies in the Gaza strip should attracting the information from and about the customers, market, services, and competitors in order to achieving the competitive advantage.

Moreover, the internet service provider companies in the Gaza strip should benefit from the marketing information in order to, firstly: win the customers through knowing their nature, patterns, attitudes, needs, and the extent of loyalty; secondly: gain the market by determining the opportunities and threats, market size, market trends, technological trends, market share, and the changes in the market; Thirdly: improving and developing their services; and fourthly: superiority over competitors by monitoring the size of their investment, changes, and reactions.

التخصصات الرئيسية

إدارة الأعمال

عدد الصفحات

119

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-911327