Marketing Intelligence’s and It Is Impact on Decision Making
摘要
The research sought to know the effect of marketing intelligence through the independent variable (newspapers, websites, employees, and intermediaries) on marketing decisions making, an empirical investigation of Amman’s real estate firms. The research population includes Amman-based managers from real estate firms. A purposive sample was chosen and (245) questionnaires were collected. The study found that each of the marketing intelligence dimensions had a statistically significant impact, combined and individually, on marketing decision-making. The findings indicated that the website variable has the greatest influence on decision-making with an explanatory capacity of (45%), which is the highest among the study variables, and the least effect was the newspapers variable on marketing decision-making with an explanatory capacity of (24%). The study recommended the need for real estate companies in the city of Amman to provide an integrated system or department for marketing intelligence to keep looking of any developments in the real estate market, and they must continuously update information related to the real estate market and competitors, and periodically using marketing intelligence methods to facilitate the decision-making process marketing, and training employees to raise their skills and abilities in collecting marketing information.