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MARKETING INTELLIGENCE STRATEGY AND MARKETING PROFITABILITY: AN EMPIRICAL INVESTIGATION OF TOURISM BUSINESSES IN THAILAND |
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| รหัสดีโอไอ | |
| Creator | Wannasa Wangsankaew |
| Title | MARKETING INTELLIGENCE STRATEGY AND MARKETING PROFITABILITY: AN EMPIRICAL INVESTIGATION OF TOURISM BUSINESSES IN THAILAND |
| Contributor | Prathanporn Jhundra-Indra, Saranya Raksong |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2561 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 10 |
| Journal No. | 3 |
| Page no. | 103-122 |
| Keyword | Marketing intelligence, strategy, profitability, tourism, busines, Thailand |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Marketing intelligence strategy is an ability of the firm to apply information and data to distribute a better market understanding and implementation. It has been established as source of competitive advantage because it reflects ability in customer responding and decision making in any situations. Then, this paper aims to examine the association of marketing intelligence strategy and marketing profitability. The data is collected by questionnaire mailing survey of the 274 tourism businesses in Thailand. The OLS regression analyses are utilized to examine and prove all hypotheses. The finding shows that marketing intelligence strategy plays an important role on marketing profitability |
