Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Vishnoi, Sushant Kumar; Mathur, Smriti; Sharma, Sanjeev Title A name given to the resource Marketing intelligence for intelligent marketing: a comprehensive definition and framework Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Journal of Advances in Management Research;Volume;23;Issue;1;pp.121-147 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/JAMR-02-2024-0040" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/JAMR-02-2024-0040</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105001676664?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105001676664?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Vishnoi S.K., Institute of Management Studies Ghaziabad, Ghaziabad, India; Mathur S., Christ University, Bangalore, India; Sharma S., Christ University, Bangalore, India Description An account of the resource 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 Subject The topic of the resource Definition; Market intelligence; Marketing intelligence; Qualitative research; Thematic analysis Publisher An entity responsible for making the resource available Emerald Publishing Relation A related resource ISSN: 9727981; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online