Enhancing Business Performance with Market Information Tools
DOI:
https://doi.org/10.23917/determinasi.v4i2.623Keywords:
market intelligence, CRM, analytics, business performance, strategic decision-makingAbstract
Market information tools play an increasingly vital role in shaping business strategies and enhancing performance in competitive environments. This article reviews recent literature and practical implementations of digital tools such as Customer Relationship Management (CRM), market intelligence systems, analytics dashboards, and AI-driven insights to empower strategic decisions. The review adopts a descriptive qualitative method based on literature from the last five years. Findings show that businesses equipped with integrated market information tools can respond faster to trends, identify customer needs more accurately, and allocate resources more efficiently. The article provides recommendations for adopting these tools to achieve sustainable growth.
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References
[1]. P. Kotler and K. L. Keller, Marketing Management, 15th ed. New Jersey: Pearson, 2016.
[2]. P. Frow and A. Payne, “Customer Relationship Management and Business Performance,” Journal of Strategic Marketing, vol. 29, no. 1, pp. 45–60, 2021.
[3]. S. Wright and J. Calof, Competitive Intelligence: Understanding the Marketplace, 2nd ed. London: Routledge, 2020.
[4]. McKinsey & Company, “The State of AI in 2023,” McKinsey Digital Insight, 2023.
[5]. Tableau, “BI Tools Impact on Supply Chain Optimization,” Tableau Reports, 2022.
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Copyright (c) 2026 Nanda Adi Prianggara, Raihan Maulana Yusuf, Atthariq Binar Satriya, Husna Taufiqurrohman, Andriyas Ardian Saputra
This work is licensed under a Creative Commons Attribution 4.0 International License.
