A Theoretical Approach to The Concept of Business Intelligence For Decision Making to Support Marketing Mix Strategy (Perspective: Application and Benefits)

Abstract

The main objective of this study is to review the present business intelligence for decision making in marketing mix perspective applies particularly to the marketing. This study provides an idea to the marketers and can be used as tools to assist them in pursuing their marketing decision. The tight of market competition and its changes has forced the marketers to apply an appropriate strategy in order to survive and to follow the market changes and even to come out as a market leader. Business intelligence is one of the options among other changing strategies which could be implemented by marketers in a particular market situation and condition. The implementation of this business intelligence should be based on the understanding of basic concept of marketing, the focus on customer’s need, the sense of market changing, and also the support of all components in the company.