Market sensing today /

The concept and framework of market sensing was introduced by George Day more than 20 years ago into the strategic marketing literature and especially the philosophy of the market-driven organization. Market sensing can be considered an expression of a company's capabilities to scan the externa...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Prince, Melvin (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York, NY : Business Expert Press, 2015.
Edición:First edition.
Colección:Marketing strategy collection.
Temas:
Business planning.
Marketing.
Marketing
marketing.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Business planning
competitive analysis
competitive intelligence systems
dissemination
emotions
imagination
information
market assessment
market capabilities
market sensing
mind genomics
new technology
unstructured big data
unstructured market sensing
ZMET
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 1. Continuities in market sensing theory / Melvin Prince and Constantinos-Vasilios Priporas
  • 2. Rethinking competitive analysis from a market sensing perspective / Dilip S. Mutum, Bang Nguyen, and T.C. Melewar
  • 3. Market sensing and competitive intelligence / Son K. Lam
  • 4. Market sensing and sense making using unstructured big data / Jerry Wind and Vincent Schiavone
  • 5. A strategic tool for market sensing: ZMET / James Forr, Alan Creedy, and Joseph Plummer
  • 6. Market sensing in practice with Google / Subroto Roy
  • 7. Market sensing, mind genomics, and health promotion / Gillie Gabay, Michael L. Kochman, and Howard Moskowitz
  • 8. Old good ideas can re-emerge with the new technology and imagination: lessons from the history of market sensing / Vincent Barabba
  • Index.

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