Marketing intelligence for intelligent marketing: a comprehensive definition and framework

Title

Marketing intelligence for intelligent marketing: a comprehensive definition and framework

Creator

Vishnoi, Sushant Kumar; Mathur, Smriti; Sharma, Sanjeev

Description

Purpose This study aims to formalize a comprehensive, contemporary and holistic definition of marketing intelligence (MI) by mapping the relevant literature of the last 60years from 19622022. Design/methodology/approach This study centralizes around the qualitative assessment of explored definitions by using thematic analysis. By identifying patterns and themes within the qualitative dataset, thematic analysis provides accessible and systematic procedures for generating codes and themes by discovering commonalities and contradictions in keywords. Findings The result of study 1 identified 127 papers indexed in databases distributed across 56 different journals. The manual screening of 127 research papers resulted in the selection of 15 definitions of MI. In study 2, thematic analysis was applied to these definitions through author-attribute mapping and assessment of weights, resulting in the identification of 25 key attributes representing five emerging themes. Study 3 identifies the gaps in definitions and proposes a comprehensive and complete definition of MI. Originality/value This researchs novelty corresponds to author-attribute mapping, exploring gaps in existing definitions and proposing a holistic and contemporary definition of MI. 2025 Emerald Publishing Limited

Source

Journal of Advances in Management Research;Volume;23;Issue;1;pp.121-147

Date

01-01-2026

Publisher

Emerald Publishing

Subject

Definition; Market intelligence; Marketing intelligence; Qualitative research; Thematic analysis

Coverage

Vishnoi S.K., Institute of Management Studies Ghaziabad, Ghaziabad, India; Mathur S., Christ University, Bangalore, India; Sharma S., Christ University, Bangalore, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISSN: 9727981;

Format

online

Language

English

Type

Article

Identifier

https://doi.org/10.1108/JAMR-02-2024-0040

https://www.scopus.com/pages/publications/105001676664?origin=resultslist