Abstract
“Marketing is becoming a battle based more on information than sales power-Philips Kotler”. Information and reliable data form the bedrock of any management decision. They also form the basis for all the diagnostic and prognostic efforts of managers. From a marketing stand point, problems can only be anticipated, identified, analyzed and resolved or prevented if accurate and reliable, relevant information can be obtained promptly from both internal and external sources. This overriding importance of marketing information is so obvious that every trained marketing manager or executive makes deliberate and sustained efforts to generate, analyze and use reliable marketing related information. Keeping track of your competition and the state of your industry is an integral part of operating any business. Traditionally, that information has been termed "market intelligence." In recent years, however, the practice of collecting market intelligence has expanded to include analysis and analytics that can help you improve your business model and projections. Marketing intelligence (MI) is the everyday information relevant to a company’s markets, gathered and analyzed specifically for the purpose of accurate and confident decision-making in determining market opportunity, market penetration strategy, and market development metrics. Marketing intelligence is necessary when entering a foreign market. Marketing intelligence systems are designed to be used by marketing managers and often viewed by employees throughout an organization. Notable systems on the market include Contify, Leadtime, Pardot, Marketo, and HubSpot. They may have user interfaces that closely resemble consumer software than the software around individual data sources, which are designed for use by analysts. Keywords: Marketing Intelligence, Business Strategy, MNC, Small Companies.
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