Approaching Market Intelligence Concept through a Case Analysis: Continuous Knowledge for Marketing Strategic Management and its Complementarity to Competitive Intelligence

This article aimed to detail the comprehension of Market Intelligence (MI) concept, working theoretically and with a case study analysis. In this work, MI is defined as a cyclic, continuous process designed to continuously produce knowledge from raw and dispersed data and information, added with the notion on how to apply this knowledge for strategic marketing management for a business sector. In the end, a study case is conducted, reaffirming the theoretical findings, to improve MI concept definition through its complementarity with Competitive Intelligence (CI) organizational process.