INTERNATIONAL JOURNAL OF ENGINEERING MANAGEMENT AND
SOCIAL SCIENCES
(An International Peer-Reviewed Multi-Disciplinary Journal)
ISSN : 3139-065X
www.ijemss.com
Marketing intelligence has become a strategic resource for organizations seeking to understand market dynamics, customer preferences, and competitive environments. The rapid growth of digital technologies, artificial intelligence (AI), and big data analytics has transformed traditional marketing intelligence into a real-time decision support system. This conceptual study examines the nature, scope, objectives, and applications of marketing intelligence through an extensive review of the literature. The findings suggest that organizations adopting marketing intelligence practices improve customer satisfaction, strategic decision-making, innovation, and competitive advantage. The paper also highlights the importance of AI-driven marketing intelligence for sustainable organizational growth.
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