| Description |
1 online resource |
|
text file |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Preface to the second edition -- About the authors -- About global intelligence alliance -- Market intelligence in global organizations -- Market intelligence : drivers and benefits -- Market intelligence in global organizations : survey findings in 2013 -- Roadmap to world class market intelligence -- Key success factors of world class market intelligence -- Intelligence scope : determining the purpose, target groups and focus areas of an intelligence program -- Intelligence process : turning random data into meaningful insight -- Intelligence deliverables : building a high-impact market intelligence product portfolio -- Intelligence tools : collecting, storing and disseminating intelligence -- Intelligence organization : the people and resources that generate the impact -- Intelligence culture : engaging the organization in market intelligence -- Market intelligence for key user groups -- Market intelligence for current awareness across the organization -- Market intelligence for strategic planning -- Market intelligence for marketing, sales and account management -- Market intelligence for innovation and product life cycle management -- Market intelligence for supply chain management -- Developing world class market intelligence programs -- Implementing market intelligence programs -- How to develop an existing market intelligence program for greater impact -- Measuring the impact of mi -- Trends in market intelligence -- Index. |
| Summary |
"This book provides a very useful and practical framework to guide the development of a Market Intelligence function that serves as a tool for competitive advantage. The use of multiple and diverse business cases helps readers to understand the implementation of key concepts and provides a set of practical lessons to facilitate this important journey for any organization."--Carlos Jose Fonseca, SVP/Group Head Global Marketing Strategy, Planning and Analytics, MasterCard "Forward looking market understanding is what any CEO needs for securing successful business today and into the future. But. |
| Subject |
Business intelligence.
|
|
Marketing research.
|
|
Business intelligence -- Case studies.
|
|
Marketing research -- Case studies.
|
|
Marketing -- Recherche. |
|
Marketing -- Recherche -- Études de cas. |
|
Business intelligence |
|
Marketing research |
| Genre |
Case studies
|
|
Case studies.
|
|
Études de cas.
|
| Added Author |
Hirvensalo, Irmeli.
|
|
Vaarnas, Markko.
|
| Other Form: |
Print version: Hedin, Hans. Handbook of market intelligence. 2nd Edition. Hoboken : Wiley, 2014 9781118923627 (DLC) 2014013528 |
| ISBN |
9781118923610 (electronic bk.) |
|
1118923618 (electronic bk.) |
|
9781118923603 (electronic bk.) |
|
111892360X (electronic bk.) |
|
9781119208082 (electronic bk.) |
|
1119208084 (electronic bk.) |
|
(cloth ; alk. paper) |
| Standard No. |
99973653170 |
|
9781118923603 |
|
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