Author/Authors :
TÜFEKCİ, Ömer Kürşad Süleyman Demirel Üniversitesi - Eğirdir Turizm ve Otelcilik Yüksekokulu, Spor Bilimleri Araştırma ve Uygulama Merkezi - Konaklama İşletmeciliği Bölümü, Turkey
Title Of Article :
EFFECT OF MARKETING INTELLIGENCE FOR CREATING COMPETITIVE ADVANTAGE: A STUDY IN HOSPITALITY BUSINESS
Abstract :
Marketing intelligence is intended to determine market opportunities of businesses, methods of market penetration and market development strategies. In this context, marketing intelligence is the process of collecting and analyzing information on the market. In this study, we investigate the marketing intelligence of hospitality business in Isparta. Marketing intelligence is discussed under the entity s resources and customer versatility. As a result of the analysis, it was found to play a decisive role of business resources in marketing intelligence.
NaturalLanguageKeyword :
marketing intelligence , hospitality business , competitive advantage
JournalTitle :
Suleyman Demirel University The Journal Of Visionary
