Trim, Peter R.J. (2004) The strategic corporate intelligence and transformational marketing model. Marketing Intelligence and Planning 22 (2), pp. 240-256. ISSN 0263-4503.
Abstract
Reference to the strategic marketing and corporate intelligence interface is made explicit in this paper, and various contributions to the field of competitive intelligence are highlighted. A conceptual model, known as the strategic corporate intelligence and transformational marketing (SATELLITE) model is outlined, and can be used by corporate intelligence staff to provide better marketing intelligence. The SATELLITE model provides a framework within which strategic marketing staff and corporate intelligence staff can develop intelligence and security related strategies that can counter the moves of competitors and unwelcome protagonists. The model can also be used to identify areas of organizational weakness and can assist senior managers in identifying future areas of market opportunity.
Metadata
| Item Type: | Article |
|---|---|
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Sarah Hall |
| Date Deposited: | 18 Jan 2021 18:00 |
| Last Modified: | 02 Aug 2023 18:07 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/42635 |
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