Applying Marketing Intelligence System in Improving Marketing Performance for Jordanian Corporations During COVID19 Pandemic

ABSTRACT

The research looks at how a marketing intelligence system might help Jordanian businesses improve their marketing effectiveness in the wake of the COVID19 Pandemic. The study’s sample size includes 234 Jordanian marketing managers. A stratified random sample of 146 Jordanian firms was chosen, and 118 valid questionnaires were obtained from marketing managers for statistical analysis, yielding an 80.8% response rate. According to the findings, the marketing intelligence system is crucial in influencing the company’s marketing performance, and its simple and practical design increases the possibility of benefiting from it in improving the company’s marketing performance. The researchers recommend allocating a separate department for marketing intelligence systems in order to maximize the system’s benefit in terms of improving Jordanian corporations’ marketing performance, as well as involving the department’s director in various strategic decisions affecting the company. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.