The Handbook of Market Intelligence
Understand, Compete and Grow in Global Markets
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Beschreibung
"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 into the future. But how does one manage that in a global organization with thousands of employees? This book neatly lays out the steps to turn systematic Market Intelligence from an ideal to everyday reality."
--Harri Kerminen, former President and CEO, Kemira
"We've used GIA's Key Success Factors (KSFs) framework as we've analyzed our own Intelligence function. It is a very easy way to allow your function to become self-aware, identify your gaps and then build your capabilities in an on-purpose fashion."
--Phil Britton, Market Intelligence Lead, Competitive Strategies Group, Best Buy
"The authors have presented a diverse look at Market Intelligence based on their experiences garnered from consulting projects with many firms around the globe. The book combines theoretical issues underlying Market Intelligence with proven real-life case examples. The book's projected trends in Market Intelligence towards 2015 give lots of food for thought. This professional book would be a good addition to the library of any Market Intelligence practitioner and those who are involved in strategic planning."
--Dr David Blenkhorn, Ph.D., Wilfrid Laurier University, Waterloo, Ontario, Canada
"In my experience, there's no shortage of books that advise the reader on analysis techniques and the correct phases of a solid intelligence process. What I've been missing so far is an umbrella view that addresses all elements of Market Intelligence development in a structured and approachable fashion. This book provides that."
--Henning Heinrich, Vice President Market Intelligence, T-Systems International
"Comprehensive, practical, to the point; a must read for any strategy, marketing and intelligence director!"
--Anders Marvik, Vice President, Corporate Strategy, Statoil
An important update to this roadmap for the development of a corporate intelligence program
Market intelligence is the distinct discipline by which organisations systematically gather and process information about their external operating environment in order to facilitate accurate and confident decision making that is based on insight. For companies to thrive in the global post-recession marketplace, their management needs future-oriented business information. The Handbook of Market Intelligence provides a one stop shop, step-by-step roadmap for establishing, conducting and further
developing corporate intelligence programs within an organisation and then shows how organisations can turn market data into actionable insights.
* Full of best practice advice from hundreds of real-life international case studies
* Outlines the anticipated future trends in Strategic Market Intelligence based on unique global survey data
* Provides guidance on extracting relevant, useful and accurate market information that can be used for successful business development
Autor*in
Hans Hedin
Themen in »The Handbook of Market Intelligence«
Business & Management Strategic Marketing Strategisches Marketing Wirtschaft u. Management