The Planning and Marketing of the Market Intelligence Function

A case study of the development of a successful market intelligence function is presented. How the principles of marketing intelligence and planning can themselves be applied in this situation is demonstrated. Each element of the marketing process is illustrated by the practice the author developed initially and followed over the three years that he managed the market intelligence function for the UK subsidiary of a multinational computer company. It is argued that success depends to a large degree on the continuing reappraisal of key factors. Just as one segments the external market, creates a market position and promotes one′s products and services, it is equally important to carry out corresponding activities internally. No market intelligence function today can be fully effective without exploiting computer‐based systems. The way in which these have been used to support and enhance marketing professionals is described.