Design of a Marketing Intelligence System Model
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Abstract
In the Cuban industry, technology and a systematic approach to data and information management still present significant shortcomings, which negatively impact decision-making and limit companies' ability to adapt to changing customer preferences and global market competitiveness. Therefore, the objective of this research lies in the design of a Marketing Intelligence System model. With a theoretical-empirical approach, the essential components of the proposed model are identified and described, aimed at improving the registration, processing, and analysis of market, customer, product, and competitor data with an intelligent focus. This model is structured in a way that facilitates intelligent data-based decision-making and enhances the development of innovative strategies, positioning intelligent marketing and intelligent systems as key elements of its foundational structure.
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