Pregledni rad
Business Intelligence: The Role of the Internet in Marketing Research and Business Decision-Making
Ivana Kursan
orcid.org/0000-0003-3843-8908
; Ekonomski fakultet - Sveučilište u Splitu
Mirela Mihić
; Ekonomski fakultet - Sveučilište u Splitu
Sažetak
The purpose of this paper is to point out the determinants of the business intelligence discipline, as applied in marketing practice. The paper examines the role of the Internet in marketing research and its implications on the business decision-making processes. Although companies conduct a variety of research methods in an offline environment, the paper aims to stress the importance of Web opportunities in conducting the Web segmentation and collecting customer data. Due to the existence of different perceptions concerning the role of the Internet, this paper tries to emphasize its effort of an interactive channel that serves the function of not only an informational nature, but as a powerful research tool as well. Several data collection and analysis methods/techniques are discussed that would help companies to take advantage of a Web as a significant corporate resource.
Ključne riječi
business intelligence; Internet; decision-making; marketing research
Hrčak ID:
53607
URI
Datum izdavanja:
11.6.2010.
Posjeta: 7.900 *