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Abstract


INVESTIGATION OF THE TRENDS OF ORGANIZATIONS FOR THE USE OF MARKETING INTELLIGENCE AND TECHNOLOGY IN THE SCOPE OF STRATEGIC MARKETING

Marketing departments are like the heart of a business. To what extent they can benefit from marketing, and how much marketing focused they can think; It affects the life expectancy of the enterprises in the sector. Marketing requires being commercial, creative and strategic, and encourages thinking to focus on these points. At this point, marketing intelligence arises. Marketing intelligence is essential and essential for all large and small companies. Strategic marketing intelligence is aimed at identifying market opportunities, market penetration strategies and market development methods of businesses, as well as the process of collecting and analyzing market-related information. With the speed brought by the digital age, companies must constantly feed their marketing intelligence. Making new leaps in marketing, and generating revenue in this way, is essential for marketing success. This requires being aware of change, adapting to change, using new technologies, and having the ability to follow trends. In this study, the tendencies of the managers operating in the manufacturing and service sectors in the Kocaeli Organized Industrial Zone towards the use of marketing intelligence and marketing intelligence tools and technologies in the context of strategic marketing were examined using a survey method. The findings of the study were obtained by analyzing the data collected from 403 managers using an approach which includes an unsupervised fuzzy clustering algorithm. In the results of this study, the correlations between strategic marketing and marketing intelligence were revealed for sub-data in each cluster generated by fuzzy clustering algorithm with 97.0% accuracy-rate and overall-data, and recommendations were made to researchers and managers.



Keywords
Strategic Marketing, Marketing Intelligence, Marketing Intelligence Tools, Technology, Technology Usage, Fuzzy clustering, Correlation



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