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

• Κύριος συγγραφέας: Hedin, Hans
• Άλλοι συγγραφείς: Hirvensalo, Irmeli, Vaarnas, Markko
• Μορφή: Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Chichester, West Sussex : Wiley, 2014.
• Έκδοση: 2nd Edition.
• Θέματα: Business intelligence.; Marketing research.; Business intelligence > Case studies.; Marketing research > Case studies.; BUSINESS & ECONOMICS > Industrial Management.; BUSINESS & ECONOMICS > Management.; BUSINESS & ECONOMICS > Management Science.; BUSINESS & ECONOMICS > Organizational Behavior.; Electronic books.; Case studies.

"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...

Πίνακας περιεχομένων:

• 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.