Investigating the Impact of Marketing Intelligence and Emotional Intelligence on the Marketing Success of Business Enterprises

faezeh jahanshahi afshar¹

1) Master of Science in Accounting (M.Sc. in Accounting)

IOI Code : ABKH-ACABKB
Publication : 4th International Conference on Applied Researches in Humanities, Economics, Management & Accounting(icrhema.com)
Abstract :
    This study aims to explain the role of marketing intelligence and emotional intelligence in the marketing success of business enterprises in Sirjan County. In today s competitive environment, access to timely and reliable information about customer needs, competitors behavior, and changes in the market environment, together with the ability of employees and managers to recognize, regulate, and manage emotions, can provide the basis for more effective decision-making and the development of sustainable customer relationships. Accordingly, marketing intelligence is defined as the ability to collect, analyze, and utilize market information, while emotional intelligence is considered a set of skills involving self-awareness, self-regulation, empathy, and interpersonal relationship management. Marketing success is conceptualized through indicators such as customer satisfaction and loyalty, customer retention, responsiveness to market needs, and the achievement of sales objectives. In terms of its objective, this research is applied, and in terms of its proposed design, it follows a descriptive-correlational approach. Its conceptual framework is based on examining both the individual and simultaneous relationships of marketing intelligence and emotional intelligence with marketing performance. For the field implementation of the study, the use of a structured questionnaire based on a five-point Likert scale is proposed among managers and employees involved in marketing activities within business enterprises in Sirjan. Following the assessment of the validity and reliability of the research instrument, descriptive statistics, Pearson s correlation coefficient, and multiple regression analysis can be employed to test the research hypotheses. Background variables, including enterprise size, years of operation, and target market type, should also be considered when interpreting potential relationships. To demonstrate the practical stages of data processing and the interpretation of statistical tables and charts, this project uses a dataset consisting of 120 simulated observations. The resulting calculations and charts are intended solely for educational and methodological purposes and should not be interpreted as findings derived from an actual survey of business enterprises in Sirjan County or as conclusive evidence of causal relationships. The theoretical expectation is that the systematic use of market information and the enhancement of employees emotional competencies can contribute to improving the quality of customer interactions and marketing decisions. However, confirming the magnitude and direction of these relationships depends on collecting valid field data. The practical value of this research lies in providing a framework for evaluating the informational and behavioral capabilities of business enterprises and proposing measures related to employee training, customer understanding, and the improvement of marketing decision-making processes.

Keywords : marketing intelligence emotional intelligence marketing performance sirjan correlation analysis simulated data