BUSINESS INTELLIGENCE AS AN ELEMENT OF MARKETING INFORMATION SUPPORT OF THE ENTERPRISE

This article considers the marketing information system and business intelligence as one of the main elements of marketing information support of the enterprise. Emphasis is placed on increasing the role of the information sphere in modern business conditions. Scientific and technological progress is making rapid strides in all spheres of human life and marketing is not an exception. Accordingly, marketing information support requires business intelligence as one of the main components. The very concept of such exploration requires detailed scientific study and understanding. A comprehensive description of the process of business intelligence is provided, its legal basis and requirements for specialists in this field are indicated. The structure of business (competitive) intelligence is considered and its main structural elements are described. The differences between business intelligence and business espionage are also noted. The preconditions for the emergence of such a phenomenon as competitive intelligence are described, the historical stages of its formation are described. The question of its correlation with other marketing researches in the information sphere is analyzed. The role and significance of business intelligence for marketing information support are determined. The importance of characterizing the activities of a competitor as a guarantee of effective decision-making is emphasized. The application of business intelligence tools to increase the competitiveness of the enterprise is described. The functional mechanism of management of the process of business intelligence of the enterprise is resulted. The high level of specialists in this field, who have joined the Society of Competitive Intelligence Professionals (SCIP), has been demonstrated. The reasons for the increase in the number of specialists in this field every year are revealed. The work is based on the results of research of modern domestic and foreign views of scientists based on the concept of marketing information systems, research and intelligence.