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Conceptualization and Integration of Marketing Intelligence: The Case of an Industrial Manufacturer

Helm, Roland ; Krinner, Stephanie ; Schmalfuß, Martin



Abstract

Purpose: The primary goal of this article was to conceptualize a systematic marketing intelligence process for industrial manufacturers because, up until now, such concepts have only been focused on consumer goods settings. Hence, this article investigates how marketing intelligence activities are developed and managed effectively in industrial markets. Methodology/approach: The authors conducted ...

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