Unveiling Critical Success Factors for Marketing Intelligence : A Multi-Method Framework

Authors

  •   Sushant Kumar Vishnoi Assistant Professor, Institute of Management Studies (IMS) Ghaziabad - B School, Grand Trunk Rd, Industrial Area, Lal Kuan, Ghaziabad - 201 009, Uttar Pradesh ORCID logo https://orcid.org/0000-0002-3418-7542
  •   Vikram Kumar Sharma Assistant Professor, Institute of Management Studies (IMS) Ghaziabad - B School, Grand Trunk Rd, Industrial Area, Lal Kuan, Ghaziabad, Uttar Pradesh - 201 009
  •   Suman Kalyan Ghosh Doctoral Scholar, Institute of Management Studies (IMS) Ghaziabad - B School, Grand Trunk Rd, Industrial Area, Lal Kuan, Ghaziabad, Uttar Pradesh - 201 009 ORCID logo https://orcid.org/0009-0004-8920-417X
  •   Smriti Mathur Assistant Professor, CHRIST (Deemed to be University) Delhi NCR Campus, Mariam Nagar, Meerut Road, Delhi NCR, Ghaziabad - 201 003 ORCID logo https://orcid.org/0000-0002-0778-8481
  •   Saurabh Mittal Assistant Professor (Corresponding Author), FORE School of Management, ‘Adhitam Kendra,’ B-18, Qutub Institutional Area, New Delhi - 110 016 ORCID logo https://orcid.org/0000-0003-3349-9437
  •   Rashi Singhal Assistant Professor, Institute of Management Studies (IMS) Ghaziabad - B School, Grand Trunk Rd, Industrial Area, Lal Kuan, Ghaziabad - 201 009, Uttar Pradesh
  •   Parul Agarwal Associate Professor, Institute of Management Studies (IMS) Ghaziabad - B School, Grand Trunk Rd, Industrial Area, Lal Kuan, Ghaziabad - 201 009, Uttar Pradesh
  •   Aditi Jain Assistant Professor, Institute of Management Studies (IMS) Ghaziabad - B School, Grand Trunk Rd, Industrial Area, Lal Kuan, Ghaziabad - 201 009, Uttar Pradesh

DOI:

https://doi.org/10.17010/pijom/2026/v19i5/174928

Keywords:

marketing intelligence, critical success factors, fuzzy DEMATEL, principal component analysis.
JEL Classification Codes : M00, M03, L02
Publication Chronology: Paper Submission Date : August 20, 2025 ; Paper sent back for Revision : March 15, 2026 ; Paper Acceptance Date : April 5, 2026 ; Paper Published Online : May 15, 2026.

Abstract

Purpose : The purpose of this study was to identify, structure, and examine the causal dominance of critical success factors underlying marketing intelligence using a multi-method analytical framework.

Methodology : With reference to the growing importance of marketing intelligence for intelligent marketing, this study conducted an extensive literature review (N = 152) and identified 29 critical success factors of marketing intelligence. Further data was collected (n = 256) for principal component analysis and (n = 13) for employing fuzzy DEMATEL.

Findings : The results of principal component analysis segmented the 29 dimensions into 7 corresponding factors. Further, fuzzy DEMATEL (Decision-Making Trial and Evaluation Laboratory) was employed to establish Strategic Marketing Planning (SMP), Strategic Business Intelligence (SBI), Customer Brand Co-Creation (CBC), Tactical Marketing (TM), and Strategic Customer Intelligence (SCI) as cause factors, and Competitive Intelligence Analysis (CIA), Digital Dynamism (DD) as effect factors.

Originality : This study offered a novel multi-method investigation by integrating the PRISMA framework, PCA, and Fuzzy DEMATEL to identify cause and effect dimensions and enhance system-level understanding of marketing intelligence implementation.

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Published

2026-05-15

How to Cite

Vishnoi, S. K., Sharma, V. K., Ghosh, S. K., Mathur, S., Mittal, S., Singhal, R., … Jain, A. (2026). Unveiling Critical Success Factors for Marketing Intelligence : A Multi-Method Framework. Prabandhan: Indian Journal of Management, 19(5), 8–38. https://doi.org/10.17010/pijom/2026/v19i5/174928

Issue

Volume 19, Issue 5, May 2026

Section

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