The strategic corporate intelligence and transformational marketing model

Reference to the strategic marketing and corporate intelligence interface is made explicit in this paper, and various contributions to the field of competitive intelligence are highlighted. A conceptual model, known as the strategic corporate intelligence and transformational marketing (SATELLITE) m...

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Bibliographic Details
Published in:Marketing intelligence & planning 2004-03, Vol.22 (2), p.240-256
Main Author: Trim, Peter R.J
Format: Article
Language:English
Subjects:
Competition
Competitive intelligence
Decision making
Hypotheses
Intelligence gathering
Market potential
Market strategy
Marketing intelligence
Marketing opportunities
Modelling
Product development
Security management
Strategic marketing
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Summary:Reference to the strategic marketing and corporate intelligence interface is made explicit in this paper, and various contributions to the field of competitive intelligence are highlighted. A conceptual model, known as the strategic corporate intelligence and transformational marketing (SATELLITE) model is outlined, and can be used by corporate intelligence staff to provide better marketing intelligence. The SATELLITE model provides a framework within which strategic marketing staff and corporate intelligence staff can develop intelligence and security related strategies that can counter the moves of competitors and unwelcome protagonists. The model can also be used to identify areas of organizational weakness and can assist senior managers in identifying future areas of market opportunity.
ISSN:0263-4503
1758-8049
DOI:10.1108/02634500410525896