Uwarunkowania i wykorzystanie marketing intelligence w przedsiębiorstwach sektora MŚP
Determinants and Application of Marketing Intelligence in SME Sector Firms

Summary/Abstract: Entrepreneurs seeking to achieve business goals recognize the dynamics ofchanges in the environment and related risks. Usefulness of market information is widelyrecognized, although the system associated with its gaining, analyzing, interpreting andimplementing in practice is not always very complex. The SME sector uses different sourcesof information and the importance of the Internet in this area increases, results of the studysuggest new problems and challenges. It concerns skills of analysis and interpretation ofthe acquired data and overabundance of information. In the theoretical part, the articlepresents the essence of marketing intelligence conceptualization, in the empirical part itrefers to the SME ‘s sector, in the context of sources, resources, problems and conditions ofapplying market information in business.

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