Marketing in the Age of Intelligence: The Case for Control

Abstract

Revolutionising advances in computer and communication technology have pushed intelligence about the environment to the top of an organisation′s resource priorities, and organisations into the “Age of Intelligence”. Marketing is increasingly defined and driven by a managerial philosophy that explicitly acknowledges the intelligence dependence of the organisation in controlling relationships with key people who control critical demands and constraints in an environment of ceaseless change. The core concept of the emerging new managerial philosophy is the control concept.