Creating market insight : how firms create value from market understanding / Brian D Smith, Paul G. Raspin.

Format:

Book

Author/Creator:

Smith, Brian D. (Brian David), 1961-

Contributor:

Raspin, Paul G.

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Marketing--Planning.

Problem solving.

Organizational effectiveness.

Physical Description:

1 online resource (334 p.)

Edition:

1st ed.

Place of Publication:

Chichester, England ; Hoboken, NJ : John Wiley & Sons, c2008.

Language Note:

English

Summary:

""Brian Smith and Paul Raspin demonstrate a thorough and pragmatic approach to creating and applying sound market insight. Using numerous practical examples, learning points and provocative takeaways, they build on established strategic marketing principles to give you actionable knowledge you can apply your business to create lasting market advantage."" Beverley Dipper, Market Insight Manager, Microsoft UK Ltd ""I have no hesitation in saying buy this book. It will find a front and centre position in your bookshelf, with plenty of post-its marking pages that you will return to aga

Contents:

Creating Market Insight; Contents; Preface; Acknowledgements; 1: Success, strategy and understanding; 2: The difficulty of gaining insight; 3: How well do you understand your business environment?; 4: What does market insight look like?; 5: What do real managers do to understand the environment?; 6: Understanding and assessing the complexity and turbulence of a market; 7: What is the best way to understand the business environment?; 8: Putting it together - how firms create insight; 9: From insight to value; References; Index of figures; Index of tables; Index

Notes:

Description based upon print version of record.

Includes bibliographical references (p. [303]-307) and indexes.

ISBN:

1-119-20778-9

1-282-34980-5

9786612349805

0-470-77306-5

OCLC:

609849149