Inside Information

Beschreibung

The marketing information available to us doubles every five years.Increasingly, not only will marketing organizations have moreaccess to data, but a lot of this information will be its owninternal data, rather than information being supplied by anexternal market research agency. In the future the successful marketing executives will be those whocan quickly assimilate the plethora of incoming information abouttheir markets and their customers, and from this information seethe "big picture" and then take intelligent action. In the newMillennium, those who survive and flourish in marketing will bethose who can quickly identify the 'messages' that are often hiddendeep in their market and customer information. People who can see'shapes and patterns' in data will be the ones who willsuccessfully change and improve their organizations. The successfulwill be those who can quickly reject extraneous information andidentify the overarching trends and themes that can be detectedfrom different combinations of marketing evidence. Those who failwill be those who are overwhelmed with the minutia of informationand are unable to get on top of what this growing mountain ofmarketing information is really telling them. This book provides the way forward for all marketers faced with theabove challenges. It highlights the basic principles aboutinformation, acknowledging the fact that we are entering a new erathat is well away from the old fashioned model of a market researchagency supplying survey type data. Increasingly, this process willbe replaced with a much more instantaneous process where data fromdifferent sources - internal and external - are quickly fired atthe marketer, with he/she being expected to make immediate sense ofit. Inside Information is one of the first to respond to this newinformation era for understanding information. The book is a userfriendly, very accessible book for the marketing manager who needsto process mountains of marketing information, but who will nothave the time, or inclination to read detailed texts.

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David Smith

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Business & Management Informationsmanagement Marketing Marketing / Management Marketing Management Strategic Marketing Strategisches Marketing Wirtschaft u. Management

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"...extremely practical...if you're planning to buy research...this will give you all the ammunition you need...well worth a read." (Admap, December 2001)"This book will be immensely useful to anyone involved in businessdecision-making as they seek to acquire and digest information thatwill assist them - and it achieves this in an eminently readablefashion." - Peter Goudge, Chairman, Association of Users ofResearch Agencies (AURA), Senior Research Manager, NatWest "This book is the one we have been waiting for. It's a profoundwork of synthesis and insight (that has) implications for the waythat market researchers think about the world and their role init...." - Justin Gutmann, Chairman, Market ResearchSociety; Marketing Planning Manager, London Underground Limited
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