2017
DOI: 10.1504/ijebr.2017.084381
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Customer-based perceptual map as a marketing intelligence source

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Cited by 8 publications
(4 citation statements)
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“…This term is often associated with brand positioning or advertising positioning for its association with customer perceptions and communications to maintain a desirable perception. Daabes and Kharbat (2017) demonstrate how data mining techniques can be used to distill a customerbased perceptual map, as an alternative to marketer knowledge, from mining customers' perceptions.…”
Section: Positioningmentioning
confidence: 99%
“…This term is often associated with brand positioning or advertising positioning for its association with customer perceptions and communications to maintain a desirable perception. Daabes and Kharbat (2017) demonstrate how data mining techniques can be used to distill a customerbased perceptual map, as an alternative to marketer knowledge, from mining customers' perceptions.…”
Section: Positioningmentioning
confidence: 99%
“…Competitive Advantage 15. Our company can adapt to trends (Daabes, 2017) 16. Our company can provide customers with a new value that cannot be imitated by competitors (AL-Hashem, 2020) 17.…”
Section: Discussionmentioning
confidence: 99%
“…(Kanwal, 2017b;Al-Hashem, 2020). Therefore, MI can be regarded as an essential tool that provides managers with updated information, which is needed to make more efficient strategic decisions, especially, in the dynamic environment that is characterized by fierce competition (Daabes, 2017). In other words, MI becomes a vital tool for each company that seeks survival; it helps them in their constant readiness to face unpredictable and fast environmental changes.…”
Section: Marketing Intelligence and Competitive Advantagementioning
confidence: 99%
“…According to Al-Hashem (2020), marketing intelligence is seen as a set of procedures and methods designed to generate, analyze, disseminate, and store anticipated informed marketing decisions on a regular basis. Daabes (2017) explained that given the growing competition, managers face an urgent need to have updated intelligence for effective strategic decision making. Eleter (2019) also argued that intelligence analysis with planned monitoring, scanning, and the use of multiple methods to collect and analyze information, is necessary not only to function but also to prevent challenges, risks, and threats.…”
Section: Conceptual Background Empirical Review and Hypothesis Develo...mentioning
confidence: 99%