MAPPING AND MEASURING THE DEGREE OF INTERNAL INFORMATIONAL DEPENDENCE OF PROFESSIONAL MARKETING INTELLIGENCE: the case of company ALFA

Abstract

MAPPING AND MEASURING THE DEGREE OF INTERNAL INFORMATIONAL DEPENDENCE OF PROFESSIONAL MARKETING INTELLIGENCE: the case of company ALFA ABSTRACT Presents the results of a descriptive case study conducted in a large company in the construction machinery of Minas Gerais, which was intentionally selected and data were collected through structured questionnaires and applied to all intelligence professionals marketing. The results showed that professional marketing intelligence have high informational dependence for the departments of marketing, sales and information centers, compared to other departments. It also became clear the relationship between frequency of use of information sources with the degree of importance attributed by the users. KEYWORDS: Dependency Informational Internal. Marketing Intelligence. Competitive Intelligence. Descriptive Case Study.