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The handbook of market intelligence : understand, compete and grow in global markets / Hans Hedin, Irmeli Hirvensalo, Markko Vaarnas.
- Format:
- Book
- Author/Creator:
- Hedin, Hans, author.
- Hirvensalo, Irmeli, author.
- Vaarnas, Markko, author.
- Series:
- Wiley UBCM ebooks.
- Language:
- English
- Subjects (All):
- Business intelligence.
- Marketing research.
- Business intelligence--Case studies.
- Marketing research--Case studies.
- Physical Description:
- 1 online resource (289 p.)
- Edition:
- Second edition.
- Other Title:
- Understand, compete and grow in global markets
- Place of Publication:
- West Sussex, England : John Wiley & Sons, 2014.
- Language Note:
- English
- System Details:
- text file
- 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 i
- 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.
- Notes:
- Description based upon print version of record.
- Includes bibliographical references and index.
- Description based on print version record.
- ISBN:
- 9781119208082
- 1119208084
- 9781118923603
- 111892360X
- 9781118923610
- 1118923618
- OCLC:
- 880147770
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