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AAU Journal of Business and Law مجلة جامعة العين للأعمال والقانون

AAU Journal of Business and Law مجلة جامعة العين للأعمال والقانون

Abstract

The study aimed to identify the role of the marketing intelligence system in the effectiveness of marketing research in Ooredoo company in the southern Palestinian governorates. To achieve the study aims, the researcher followed the descriptive analytic method. The population of the study consists of all Ooredoo company employees. The tool of the study was a questionnaire. The study tool was distributed on the population of the study who were (178) employees based on the comprehensive inventory method. has been distributed (158) resolution, the collected questionnaires were (143) and this form (%90.5) after excluding the exploratory sample. the data were analyzed using SPSS program. The results of the study were as follows: The degree of the study community approval about the reality of marketing intelligence in the company got a high degree, and a percentage of (%82.40), and the degree of the study community approval about the level of effectiveness of marketing research in the company got a high degree, and a percentage of (%84.20), There is a statistically significant correlation at the level of significance (α ≤ 0.05) between marketing intelligence and the effectiveness of marketing research in Ooredoo company. In light of the results of the study, the researcher recommends the following: Spreading the concept of marketing intelligence, and adopting it as a distinctive business strategy due to its importance and the active role in raising and developing the company, encouraging sales representatives and accredited agents to research and development.

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