Mobilise And Weaponise Your Data: It All Starts With Market Intelligence

Anyone familiar with the concept of market intelligence would be able to tell you dozens of different names for it: competitive intelligence, market research, marketing intelligence, knowledge management, digital marketing, market intelligence, and the like. Confusingly, these various terms may, per their users, refer to different realities. The fact is that no precise definition is currently globally recognised.

I used to work in a market intelligence department in the telecommunications industry, during which the department name changed no fewer than three times in a single year. Given the changeability of the term and the field's undoubtedly increasing importance, and after some discussions with academics who had strikingly divergent views, I believe this question is worth further exploration.