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A framework for pervasive marketing intelligence

Abstract:

Currently, the complexity of the business environment requires companies to be agile and proactive, for that companies must learn to know themselves and to the market through the collection and analysis of quality information. A successful business strategy requires a raising awareness about the external environment of organizations, including customers, competitors, industry structure and competitive forces. In this context, we intend to develop a research framework that can assist decision makers in emerging economies. The proposed framework was evaluated by a expert panel, for that, it was applied the Delphi methodology to assess the framework. We hope that this research will be considered as a contribution to a better understanding of the application of Marketing Intelligence in Pervasive Business Intelligence systems, which will enable organizations can achieve and maintain a competitive advantage.