AN EXAMINATION OF MARKETING INTELLIGENCE SYSTSEM AND ITS EFFECTS ON SALES OF LANDED PROPERTIES

Background of the study: The development of digital marketing necessitated the adoption of a more sophisticated marketing system that assists members of an organization's marketing team in making better decisions based on good marketing research and analytical systems. The rational use and processing of intelligence has witnessed significant advancements as a result of technology innovation and has become a crucial input for a company's survival and effective placement. The combination of factors in the marketing system helps businesses to keep track of the marketing environment by acquiring and analyzing important knowledge for speedier decision making and successful market response (Kotler, 2006, cited in Al-Weshah, G. 2017).

Marketing intelligence has always been a solid foundation for developing a good strategy plan. According to Lancaster (2007), even in the past, governments won wars not because they had a better military presence, but because they had an excellent intelligence processing system. According to Armstrong (2010), marketing intelligence is the continuous collection and evaluation of publicly accessible information about consumers, rivals, and general market changes. However, assessing marketing information has become the foundation for success, particularly in the customer-driven real estate business.

Real estate is complex and has many dimensions. It provides private housing services and excludes undesirables, but it comes at a cost to society and the environment. Property can offer investment benefits to privileged owners or raise housing costs beyond the reach of regular people, depending on capital market circumstances, planning capacities, and tax regimes. The Real Estate Environment aims to educate various property stakeholders and develop a comprehensive awareness of fragmented and changing housing markets. Furthermore, technological advancement has significantly facilitated the improvement of real estate businesses, such as the sale of landed properties, the provision of private housing services, the provision of intelligence, the provision of investment gains to privileged property owners, and improved networking and coordination among all actors in the real estate value chain. A landed property in real estate is a property that provides revenue for the owner (usually a member of the gentry) without the owner having to undertake the estate's actual job. Modern landed property sometimes comprises residential or industrial land that generates revenue in the form of rentals or fees for services supplied by the land's facilities, such as port facilities. Owners frequently commission an estate map to aid with estate management while also acting as a prestige symbol (Sarah B, 1992 cited in Wikipedia.org.search 2021).Whatever the situation may be, marketing intelligence is essential to improve business results.

According to Igbaekemen (2014), marketing intelligence is "daily knowledge regarding growth in the marketing environment that helps managers build and adapt marketing plans." Marketing intelligence is gathered from a variety of sources, including personnel executives, engineers and scientists, buying agents, and the sales force. However, corporate employees are frequently overburdened and neglect to delegate critical functions. The company must sell its employees on the importance of gathering intelligence, spotting new developments, and encouraging them to submit intelligence back to the business. In large networking corporations, intelligence information is sometimes contracted to external agents or suppliers, and at the extreme level, ‘hidden hackers,' to break and collect any important information from competitors for the company's optimal use. However, marketing intelligence as an organizational strategy may operate both for and against a firm. As a result, companies must respond quickly and take all necessary precautions to defend themselves from rival spying.