Acceso usuarios
Somchai Phabao
, Punsavadee Pongsiri, Thanin Silpcharu
Purpose: In the midst of constantly evolving economic conditions, organisations in the industrial sector are facing intense competition. Therefore, it becomes imperative for these organisations to adopt effective marketing strategies in order to secure a competitive advantage. This research aims to study intelligent marketing management strategies in the industrial sector, and subsequently develop a structural equation model.
Theoretical framework: Based on the concepts and theories, the approaches for intelligent marketing management, in the industrial sector, are categorised into four components: marketing insights, alliance centric, servitization, and marketing transformation, as illustrated.
Design/methodology/approach: The mixed research methodology was employed by starting with qualitative research based on in-depth interviews with nine experts to create tools for quantitative research and conducting a group discussion with 11 experts to find a consensus on the model of this research.
Findings: The analysis conducted based on the structural equation model shows that the model meets the goodness of fit criteria with the empirical data, exhibiting a chi-square probability of 0.072, a relative chi-square (normed chi-square) value of 1.128, and a goodness of fit index of 0.954, along with a root mean square error of approximation of 0.016.
Research, Practical & Social implications: Intelligent Marketing Management Approach in the Industrial Business Sectorsfor senior citizens are explored in this research. A quantitative study is performed through surveys, using questionnaires which target 500 marketing executives in the industrial sector. Data analysis is performed using descriptive, inferential, and multivariate statistical methods.
Originality/value: The research findings highlight the significance of intelligent marketing management strategies in the industrial sector to enhance marketing capabilities and improve overall efficiency. These approaches aim to identify the principles and factors that contribute to successful management practices, ultimately leading to the achievement of organisational goals. In today's highly competitive global economy, implementing intelligent marketing management approaches becomes crucial for businesses to ensure sustainability and secure a competitive advantage.
