Cihan University-Erbil Scientific Journal a periodic multidisciplinary scientific journal issued by Cihan University- Erbil after auditing and revising by a specialized staff headed by the President of the university. The journal publishes original creative researches related to all fields of pure and applied sciences and humanities in Kurdish, Arabic and English.
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Author: Aram H. Massoudi
Department of Business Administration, Cihan University-Erbil
DOI: http://dx.doi.org/10.24086/cuesj.si.2018.n2a1
Abstract
Marketing intelligence in insurance company’s plays an essential role in the quality of marketing decision, the aims of this research is to study the outcome of the marketing intelligence dimensions on the quality of marketing decision making among insurance companies in Syria during its current crisis. The researcher used marketing intelligence model developed by (Crowley, E. 2004) which determines the dimensions of marketing intelligence in four categories namely: customer insights, market understanding, product intelligence, competitive intelligence.
The research relied on descriptive approach; in the descriptive side it explained the study variables and the relationship between them. In the analytical side the study relied through a questionnaire distributed to 80 experts in the field of insurance in the western Region of Syria. The data collected was analyzed using (SPSS).
The finding of this study showed that there is a significant positive relationship between marketing intelligence dimensions and the quality of decision, where market understanding variable occupies the first place among the dimensions of marketing intelligence in terms of its impact on decision quality. Also marketing intelligence as a whole is positively related to decision quality in insurance companies operating in Syria.
Keywords: Marketing Intelligence, Marketing Decision Quality, Understanding the Market, Product Intelligence.
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