REKABETÇİ ÜSTÜNLÜK YARATMADA PAZARLAMA ZEKÂSININ ETKİSİ: ISPARTA İLİNDEKİ KONAKLAMA İŞLETMELERİNDE BİR ARAŞTIRMA

Yıl 2013, Cilt: 4 Sayı: 9, 81 - 93, 05.08.2016

Ömer Kürşad Tüfekci

Öz

Pazarlama zekâsı, işletmelerin pazar fırsatlarını, pazara nüfuz etme stratejilerini ve pazar geliştirme yöntemlerini belirlemeye yöneliktir. Bu kapsamda pazar ile ilgili bilgileri toplama ve analiz etme sürecidir. Bu araştırmada Isparta ilindeki konaklama işletmelerinin pazarlama zekâsı incelenmesi amaçlanmıştır. Pazarlama zekâsı kapsamında işletmenin kaynakları ve müşteri yönlülüğü ele alınmıştır. Yapılan analiz sonucunda pazarlama zekâsında işletme kaynaklarının belirleyici rol oynadığı görülmüştür

Anahtar Kelimeler

pazarlama zekâsı, konaklama işletmeleri, rekabetçi üstünlük

EFFECT OF MARKETING INTELLIGENCE FOR CREATING COMPETITIVE ADVANTAGE: A STUDY IN HOSPITALITY BUSINESS

Öz

Marketing intelligence is intended to determine market opportunities of businesses, methods of market penetration and market development strategies. In this context, marketing intelligence is the process of collecting and analyzing information on the market. In this study, we investigate the marketing intelligence of hospitality business in Isparta. Marketing intelligence is discussed under the entity's resources and customer versatility. As a result of the analysis, it was found to play a decisive role of business resources in marketing intelligence

Anahtar Kelimeler

marketing intelligence, hospitality business, competitive advantage

Kaynakça

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