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Cited by 14Competitive and Knowledge IntelligenceData Mining and Machine Learning ApplicationsConsumer Market Behavior and Pricing

The DOI matches its Crossref record.

Customer-based perceptual map as a marketing intelligence source

Daabes, Ajayeb S. Abu, Kharbat, Faten F.·2017·International Journal of Economics and Business Research
DOI 10.1504/ijebr.2017.084381
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Abstract

Marketing intelligence is adopted by most global firms to support decision-making, identify potential opportunities and plan appropriate strategies. This paper concentrates on customers' perceptions as a rich, systematic, objective, and intelligent source that supplies strategic marketing planning knowledge. This idea is executed through distilling a perceptual map from mining customers' perceptions via data mining techniques and tools. In this paper, a practical intelligence framework is proposed to integrate marketing resources and information systems techniques in order to maintain a deep understanding of the soundness of data. After application on a real case study for fast food restaurants brands in Jordan, the proposed framework has proven to display promising results.

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Metadata

Authors
Daabes, A. S. A., & Kharbat, F. F.
Affiliations
Al Ain University (AE)
ORCID
Kharbat, Faten F.
Venue
International Journal of Economics and Business Research
Publisher
Inderscience Publishers
Published
2017
Volume
13
Issue
4
Pages
360
ISSN
  • 1756-9850 (ISSN-L)
  • 1756-9869
DOI
10.1504/ijebr.2017.084381
OpenAlex
W4250419040
Cited by
14
References
0
Citations by year
2026: 3 · 2025: 2 · 2024: 1 · 2023: 2 · 2022: 3 · 2021: 1 · 2020: 2
FWCI
1.09
Type
journal article
Language
en
Open access
closed
Locations
  • International Journal of Economics and Business Research (publishedVersion)
  • RePEc: Research Papers in Economics (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Competitive and Knowledge Intelligence
  • Physical Sciences › Computer Science › Information Systems › Data Mining and Machine Learning Applications
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Keywords
market intelligence, consumer perception, data mining, strategic marketing plan, marketing information systems, fast food restaurants, Jordan

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.