The handbook of market intelligence : understand, compete and grow in global markets /

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"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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Hedin, Hans
Otros Autores: Hirvensalo, Irmeli, Vaarnas, Markko
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Chichester, West Sussex : Wiley, 2014.
Edición:2nd edition.
Temas:
Business intelligence.
Marketing research.
Business intelligence > Case studies.
Marketing research > Case studies.
Marketing > Recherche.
Marketing > Recherche > Études de cas.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Business intelligence
Marketing research
Case studies
Case studies.
Études de cas.
Acceso en línea:Texto completo
Texto completo
Tabla de Contenidos:
  • 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.

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