University of Isfahan New Marketing Research Journal 2228-7744 9 2 2019 06 22 Designing an Interactive Model for Marketing Intelligence and Effectiveness of the Insurance Industry Performance using Fuzzy AHP Techniques Case Study: Pasargad Insurance Designing an Interactive Model for Marketing Intelligence and Effectiveness of the Insurance Industry Performance using Fuzzy AHP Techniques Case Study: Pasargad Insurance 149 168 24067 10.22108/nmrj.2019.117628.1776 FA Anoosh Omidi 1- PhD student of Islamic Azad University Torbat Heydariyeh Branch /Teacher, Department of Management, Tabaran Institute of Higher Education, Mashhad, Iran Mojtaba Poursalimi 2- Assistant Professor of Management, Faculty of Economics and Business Administration, Ferdowsi University of Mashhad, Mashhad, Iran Journal Article 2019 06 15 Nowadays, the concept of marketing intelligence as a business is very important due to its role in organizational decision making and productivity enhancement and competitive advantage in different industries. At the beginning of an information chain, the marketing intelligence system promotes the value of information, and also uses various technologies to collect and structure data and transform it into information. The purpose of this study was to design an interactive model of marketing intelligence and performance effectiveness in the insurance industry. The statistical population of this study was experts and managers of Pasargad Insurance Company, the number is about 35 individuals. In order to identify the factors affecting the relationship between marketing intelligence and organizational performance, 15 experts were interviewed after reviewing the literature. In the first step and after the in-depth structured interview, the indicators were extracted from all interviews, and in the next step, through axial coding, similar and distinct codes were determined and similar codes were merged. In the third step, a combination of the identified indicators was presented by examining the research background and the model derived from the results of the interviews. Factor categorization was done through factor analysis, then the identified factors were prioritized using fuzzy AHP and the corresponding model was presented. Nowadays, the concept of marketing intelligence as a business is very important due to its role in organizational decision making and productivity enhancement and competitive advantage in different industries. At the beginning of an information chain, the marketing intelligence system promotes the value of information, and also uses various technologies to collect and structure data and transform it into information. The purpose of this study was to design an interactive model of marketing intelligence and performance effectiveness in the insurance industry. The statistical population of this study was experts and managers of Pasargad Insurance Company, the number is about 35 individuals. In order to identify the factors affecting the relationship between marketing intelligence and organizational performance, 15 experts were interviewed after reviewing the literature. In the first step and after the in-depth structured interview, the indicators were extracted from all interviews, and in the next step, through axial coding, similar and distinct codes were determined and similar codes were merged. In the third step, a combination of the identified indicators was presented by examining the research background and the model derived from the results of the interviews. Factor categorization was done through factor analysis, then the identified factors were prioritized using fuzzy AHP and the corresponding model was presented. https://nmrj.ui.ac.ir/article_24067_cb91a308d223f5ebc88f699f4bd72a9c.pdf