The strategic corporate intelligence and transformational marketing model

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.

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Official URL: https://doi.org/10.1108/02634500410525896

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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