The role of marketing intelligence in achieving competitive advantage : case study : internet service provider companies in the Gaza Strip
Other Title(s)
دور الاستخبارات التسويقية في تحقيق الميزة التنافسية : دراسة حالة : شركات تزويد خدمة الإنترنت في قطاع غزة
Dissertant
Thesis advisor
University
Islamic University
Faculty
Faculty of Commerce
Department
Department of Business Administration
University Country
Palestine (Gaza Strip)
Degree
Master
Degree Date
2017
English Abstract
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.
Main Subjects
No. of Pages
119
Table of Contents
Table of contents.
Abstract.
Abstract in Arabic.
Chapter One : Introduction.
Chapter Two : Literature review.
Chapter Three : Methodology.
Chapter Four : Data analysis and discussion.
Chapter Five : Conclusions and recommendations.
References.
American Psychological Association (APA)
al-Saqqa, Ahmad Hisham Hashim. (2017). The role of marketing intelligence in achieving competitive advantage : case study : internet service provider companies in the Gaza Strip. (Master's theses Theses and Dissertations Master). Islamic University, Palestine (Gaza Strip)
https://search.emarefa.net/detail/BIM-911327
Modern Language Association (MLA)
al-Saqqa, Ahmad Hisham Hashim. The role of marketing intelligence in achieving competitive advantage : case study : internet service provider companies in the Gaza Strip. (Master's theses Theses and Dissertations Master). Islamic University. (2017).
https://search.emarefa.net/detail/BIM-911327
American Medical Association (AMA)
al-Saqqa, Ahmad Hisham Hashim. (2017). The role of marketing intelligence in achieving competitive advantage : case study : internet service provider companies in the Gaza Strip. (Master's theses Theses and Dissertations Master). Islamic University, Palestine (Gaza Strip)
https://search.emarefa.net/detail/BIM-911327
Language
English
Data Type
Arab Theses
Record ID
BIM-911327
