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Market Intelligence as an Information System Element: Delivering Knowledge for Decisions in a Continuous Process
Abstract
The market intelligence process has been studied from several points of view and different approaches. In this chapter, the authors discuss the perspective of market intelligence as a component of information system projects and specifications. As the results show, both from theoretical perspectives and studies, and from successful practical applications, this better comprehension results in a possibility of higher levels of knowledge production, allowing the integration of marketing strategic, tactical, and operational perspectives with also a collateral benefit to integrate other organizational processes, such as competitive intelligence. The chapter text approaches conceptual development and relationship and practical cases observation, which will compose the final scenario where market intelligence, treated as an information system active component, is a vital and strategic tool to implement competitive advantage alternatives.
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