Marketing Intelligence

Marketing intelligence is everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans. The marketing intelligence system determines what intelligence is needed, collects it by searching the environment, and delivers it to marketing managers who need it.

Marketing intelligence can be gathered from many sources. Much intelligence can be collected from the company’s own personnel – executives, engineers, purchasing agents, and the sales force. The company must also get suppliers, resellers, and customers to pass along important intelligence. Information on competitors can be obtained from what they say about themselves in annual reports, speeches and press releases, advertisements and also from business publications and trade shows.

Companies can set up office and circulate marketing intelligence. The staff scans major publications, summarizes important news, and sends news bulletins to marketing managers. It develops a file of intelligence information and helps managers evaluate new information. These services greatly improve the quality of information available to marketing managers.