THE ROLE OF MARKETING INTELLIGENCE IN ACHIEVING SUSTAINABLE COMPETITIVE ADVANTAGE

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Suzan Mohammed Jawad Al-Khazraji1, Prof. Dr. Khairi Ali Auso2

Vol 18, No 8 ( 2023 )   |  Licensing: CC 4.0   |   Pg no: 37-48   |   Published on: 13-08-2023

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Abstract
Accordingly, the study aims to know the relationship between marketing intelligence and competitive advantage in a number of hotels in the city of Dohuk, based on a hypothetical scheme that takes into account the direction of the relationship between the two variables. (80) managers, and some statistical methods were used to analyze the results and test hypotheses. The most important conclusions were the interest of hotels in marketing intelligence and sustainable competitive advantage. on information from the market, as well as responding to customer needs and satisfying them.

Keywords:
Marketing intelligence - sustainable competitive advantage - marketing - hotels - Dohuk Governorate.

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