أثر الذكاء التسويقي في تحقيق الأداء التنافسي : دراسة حالة في مديرية اتصالات و بريد البصرة

الملخص EN

This research aims to analyse and diagnose the effect of marketing intelligence in achieving competitive performance, marketing capabilities based on the marketing intelligence system and essential requirement for organization's success in achieving competitive excellence, which require paying attention the necessary important to this concept by understanding the meaning of marketing intelligence, and generalize the impact of its practices In organizations, in order to achieve this goal we have relied on literature and research which dealt with the concept of marketing intelligence.

This research presented a literature review on the subject and its role in achieving competitive performance.

The practical side was represented by choosing the role of marketing intelligence based on data and information collected from the questionnaire which was developed to measure the dimensions of marketing intelligence and competitive performance in the organization.

the research reached several conclusion, notably the weakness of marketing intelligence in the organization, the most prominent recommendation was the need for the organization to pay special attention to the implementation of marketing intelligence and improve its competitiveness in the industrial environment.