2024, Vol. 5, Issue 2, Part F
Analysis and diagnosis of the reality of marketing intelligence in Iraqi banks
Author(s): Saad Ajaj Khalaf
Abstract: This research aims to understand the role of marketing intelligence and its dimensions (customer understanding, market understanding, product intelligence, and competitor intelligence) in achieving the goals of the banks within the research field. The researcher focused on governmental banks in Baghdad Governorate, comprising six banks: Al-Rafidain Bank, Al-Nahrain Bank, Agricultural Bank, Real Estate Bank, Al-Rasheed Bank, and the Iraqi Trade Bank. The research population consisted of employees within these banks, with 200 questionnaires distributed. 161 responses were collected, with 19 questionnaires excluded, resulting in 142 valid questionnaires for analysis, representing a response rate of 71%. The study used a five-point Liker scale for the sample, and data analysis was conducted using SPSS Ver.22, AMOS Ver.20, and Excel. Hypotheses were tested to determine the extent of marketing intelligence adoption and its dimensions by the surveyed banks in the Iraqi banking sector.
Pages: 487-498 | Views: 31 | Downloads: 14
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How to cite this article:
Saad Ajaj Khalaf. Analysis and diagnosis of the reality of marketing intelligence in Iraqi banks. Asian J Manage Commerce 2024;5(2):487-498.
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