Business marketing intelligence system

Abstract

With the rise of technologies, access to information, management techniques and the resulting globalization of markets, it is not possible for an entity to survive without knowing the environment in which it operates and the conditions in which it interacts with suppliers and providers. In fact, the recently approved Cuban legislation commits the country more and more to the development of the business sector, framed in the current form of socio-economic organization, which is influenced by several factors that favor the application of techniques and tools to obtain a continuous improvement in the services and products offered. The objective of the article is to theoretically support the importance of the marketing intelligence system in the Cuban business sector. For this purpose, a bibliographic review was applied, from which the need to redesign the marketing intelligence system of the Empresa Comercializadora y de Servicios de Productos Universales Las Tunas was confirmed. The following research methods and techniques are used: analytical-synthetic, hypothetical-deductive, systemic-structural-functional, scientific observation, survey, interview and documentary review. The use of these methodological tools allows giving a scientific character and an integrated analysis to the research; it constitutes a support to manage the information of the micro-environment in which the entity develops in an efficient way.