The influence of market research on firm's value | ||
| المجلة العلمية للبØوث والدراسات التجارية | ||
| Volume 39, Issue 2, June 2025, Pages 1637-1670 PDF (475.31 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/sjrbs.2025.246084.1552 | ||
| Author | ||
| باسم ياسين* | ||
| كلية التجارة جامعة Øلوان | ||
| Abstract | ||
| Information is like fuel those powers everything. We cannot start anything without information, and we cannot define any path without it. We cannot make any decision without information, and without it we become like a traveler without a guide. With technological development and the increasing amount of information, the concept of marketing intelligence (MI) has emerged. Marketing intelligence is the process of collecting, analyzing, and interpreting data from a variety of sources to help companies make better marketing decisions. These data can come from internal sources, such as a company's sales, customer data, and marketing operations, as well as external sources, such as news, industry reports, and social media. Marketing intelligence can be used to identify opportunities, solve problems, and improve efficiency. For example, marketing intelligence can help companies identify new market segments, develop new products and services, improve marketing content, and identify the most effective marketing channels. We will talk about Market research as the most important tool that use to achieve the goals of (MI) and how that reflect to the firm’s value and enhance the brand equity and increase the brand loyalty. | ||
| Keywords | ||
| Marketing intelligence; Market research; Firm’s Value; Brand Equity; Brand loyalty | ||
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