The Role of Marketing Intelligence in Enhancing Organizational Intelligence: A Field Study at Zain Iraq Telecommunications Company

Abstract

The research aims to identify the role of marketing intelligence represented by its dimensions (customer intelligence, market intelligence, product intelligence and competitor intelligence), in enhancing organizational intelligence with its dimensions represented by (the desire for change, application of knowledge and strategic vision) in Zain Iraq Telecommunications Company. The research relied on the questionnaire as a main tool to achieve its goal in collecting data. (180) questionnaires were distributed to employees in Zain Iraq Telecommunications Company to determine the availability of the dimensions of marketing intelligence and organizational intelligence, and (170) questionnaires were retrieved, of which (165) questionnaires were valid for statistical analysis. Using statistical methods such as normal distribution, Cronbach's alpha, reliability, arithmetic mean, standard deviation, and multiple regression coefficient, the study results revealed a positive statistical relationship between marketing intelligence and organizational intelligence in the company under study. Accordingly, the study concluded by presenting a set of proposals, the most important of which is to enhance marketing intelligence due to its impact on enhancing organizational intelligence. This is achieved by having the company continuously monitor the market by analyzing and monitoring trends and measuring customer satisfaction levels.