What are the 'forces' causing corporate marketing departments to reorganize themselves to become more of a corporate intelligence service? Are you aware of any that have made such a transition? What does their new model look like?
Rich, I ma not sure there are transitions. I think that any Marketing department incorporates a Marketing intelligence function. These functions can be more or less developed. I our study about "World-class Functions with more than 300 companies we did not find a specific location of the CI function. In some companies you will find centralized function, others have a decentralized (SBU based) function. Some have a technological CI function and other are more marketing oriented.
in my study I would like to measure which are the factors that will make a company more keened to invest in CI. If you are interested in these factors, you can review one of my papers.
Hi Rich, I supported many companies in this transition process the last 6 years, implementing a marketing intelligence platform with communication services (Management Monitor). I published an article in "Kremser Wissensmanagement 2014", unfortunately the text is only in german. Maybe Google Translate can help or I can explain the core assets to you.
Hi Elke, could you please send me your article? Thanks! [email protected]
Hi Rich, the article is here on the platform. I think this link should work for you:
https://www.researchgate.net/publication/261878210_Marketing_Intelligence_-_Wissensmanagement_im_Marketing
If you have any problem to read/find, I will send it to your mail-account.
Chapter Marketing Intelligence - Wissensmanagement im Marketing
Hi Rich, there are many examples, see ex.
Solberg Søilen, K. (2010). Management Implementation of Business Intelligence Systems/Gestion de la implementacion de sistemas de intelligencia de negocios. Inteligencia y seguridad, No. 9, December 2010- May 2011, pp. 46-67.
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