Marketing intelligence and its role in achieving marketing leadership at telecom Algeria-Ain Defla

Abstract EN

This study aims to identify marketing intelligence and its role in achieving marketing leadership in the Algerian telecommunications company, to achieve the objectives of the study, a questionnaire was distributed to a sample of 55 employees in the commercial agencies affiliated with the Algerian telecommunications company in the Ain Defla province, after analyzing the collected data using statistical software, the study found that there is no statistically significant relationship between the dimensions of marketing intelligence (ability to sense, ability to respond) and marketing leadership, this is explained by the weak application of marketing intelligence in the institution under study.