Title: Optimising performance by fusion of business intelligence and marketing mix in decision making process

Authors: Ankur Saini; Anupama Rajesh

Addresses: Amity Business School, Amity University, Noida, U.P., India ' Department of Information Technology, Amity Business School, Amity University, Noida, U.P., India

Abstract: The article proposes a business intelligence (BI) process model integrated with the marketing core elements to enhance decision making and optimise the firm's performance. In this study, authors have explored the literature on BI from the marketing mix perspective. The article argues that businesses should spend time and utilise their valuable resources in BI application implementation and usage. According to the authors' examination of the literature, very limited research is available on how the dimensions of the marketing and BI process can be linked with one another. This research is expected to be beneficial because it focuses on the interplay between the two different fields of BI and marketing intelligence. It will encourage and stimulate significant research potential in the subject areas.

Keywords: business intelligence; marketing mix; data analytics; decision making process; marketing.

DOI: 10.1504/IJMDM.2024.139386

International Journal of Management and Decision Making, 2024 Vol.23 No.4, pp.415 - 437

Received: 04 Dec 2022
Accepted: 17 Dec 2022
Published online: 02 Jul 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article